Essays about: "rational appeal"

Showing result 1 - 5 of 8 essays containing the words rational appeal.

1. 1. Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals

   University essay from

   Author : Alice Sbrogio; Kristian Shamon; [2023]
   Keywords : sustainability; advertisement; laundry detergents; deception; trust; purchase intention; rational appeal; emotional appeal;

   Abstract : In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. READ MORE

3. 2. Influencing consumer behavioural intentions: Reducing household water consumption

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Daria Granina; [2022]
   Keywords : Emotional and Rational Communication; Advertising Appeals; Intention to Behave Sustainably; Message Tailoring; Persuasive Sustainability Communication; Strategic Communication; Elaboration Likelihood Model; ELM; Theory of Planned Behaviour; TPB; Social Sciences;

   Abstract : Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. READ MORE

4. 3. Feeling like Spending? : An explanatory study on the different effects of emotional appeals on purchase intention

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Christoffer Birgestam; Jakob Koel; Camilla Öman; [2019]
   Keywords : Emotional Appeals; Purchase Intention; Anger; Disgust; Surprise; Sadness; Happiness; Fear; Basic Emotions; Message Strategy; Advertising Appeals; Marketing Strategy; Advertising Strategy.;

   Abstract : Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. READ MORE

5. 4. When Peace Fails But Terrorism Succeeds : Do Failing Peace Agreements Encourage Terrorism?

   University essay from Uppsala universitet/Institutionen för freds- och konfliktforskning

   Author : Pierre Thompson; [2018]
   Keywords : peace agreement; implementation; terrorism; radicalization; quality peace; framing process; political violence;

   Abstract : The quality of peace at the end of civil war has emerged as an important concept for understanding persistent security threats. This study seeks to bridge two well established fields by asking: Does the failure to implement a peace agreement encourage terrorism? I argue that the psychological effect of a failing peace agreement shapes the individual’s propensity to terrorism by enhancing the appeal of a frame which favors “radical” action to advance the group’s struggle for recognition. READ MORE

6. 5. Towards a circular economy : A qualitative study on how to communicate refurbished smartphones in the Swedish market

   University essay from Umeå universitet/Företagsekonomi

   Author : Sebastian Holmström; Harald Böhlin; [2017]
   Keywords : Circular Economy; It consumption; Sustainability; Refurbish; Refurbishment; Remanufacturing; Smartphones; Smartphone consumption; Consumer behaviour; Circular consumption; communication; second-hand products; sustainable IT consumption; advertisment; Hållbarhet; Cirkulär ekonomi; rekonditionering;

   Abstract : As there are more than 1.4 billion smartphones sold every year in the world and around four million smartphones in Sweden. In recent years there has been a growing concern to move from a linear economic system to a circular economic system. Smartphones and other electronic equipment stand for the largest growing waste streams in the European Union. READ MORE