Thesis
AdvertisingAppealandProductAttitude:
EmotionbasedAdvertisingvsArgumentBasedAdvertising
Author:
KallirroiDralliou
427526
Supervisor:
Dr.ZhiyingJiang
ErasmusSchoolofEconomics,ErasmusUniversityRotterdam
2|P a g e
Abstract
Accordingtopreviousresearches(Ruiz&Sicilia,2004)advertisingappealplaysasignificantroleinconsumerlearning.Advertisingappealcanbecomemoreeffectivewhenmatchesconsumer’sinformationprocessingstyle.Despitethenumerousresearchesconductedonthesubject,mostofthemdonottakeintoconsideration,thecognitivecharacteristicsofconsumersandtheireffectonthedifferenttypeofresponsesgeneratedbydifferentadvertisingappealtypes.Takingthisintoaccount,theNeedforCognitionmodelhasbeenusedinthetheoreticalmodelofthissurvey.
Duringthissurvey,respondentshadtowatchtwoadsthatuseddifferentadvertisingappealandratetheproductviewed.BasedontheSPSSresults,advertisingcanaffectconsumer’sproductattitude.Thetwodifferentadvertisingappealsshowasignificantdifferenceandcangenerateddifferent product attitude. Different advertising appeals generated emotional and cognitiveresponses that have amediating effect on product attitude. However, in this case Need forCognitiondidn’tseemtohaveaneffectonproductattitude.Asaconclusion,itcanbesaidthatemotionbasedadvertisinghaveastrongeffectonproductattitude,although inthiscasetheeffectwasnegative.
3|P a g e
Contents
Abstract 2
1Introduction 5
1.1ConsumerlearningandAdvertising 5
1.2CognitivevsEmotionalResponses 6
1.3AdvertisingandPersonality 6
1.4Motivation 7
1.5Methodology 7
1.6Paperlayout 7
2LiteratureReview 8
2.1Introduction 8
2.2 ElaborationLikelihoodModel 8
2.3 NeedforCognition 11
3ConceptualFramework 12
3.1TypeofResponses 13
3.2NeedforCognition 13
3.3Variables 15
4ResearchDesign&Method 17
4.1ExperimentalDesign 17
4.2Stimuli 18
4.3PilotTest 18
4.4Procedure 19
4.5Samplingprocedure 20
4.6MeasurementsofVariables 21
5DataCleaning 22
5.1Demographics 22
4|P a g e
5.2Descriptivestatistics 22
5.3Needforcognition 23
6Results 24
6.1Pairedsampletest 24
6.2AdappealandResponseType 25
6.3Adappealonemotionalresponse 25
6.4AdappealonCognitiveResponse 25
6.5NeedforCognition 26
6.6EffectofNFConproductattitude(EmotionalbasedAdvertisement) 26
6.7EffectofNFConproductattitude(ArgumentbasedAdvertisement) 27
6.9AdappealandNFConEmotionalResponse 28
7ProductAttitudeandResponseType 29
7.1ProductattitudeandEmotionalResponse 29
7.2ProductattitudeandCognitiveResponse 29
7.3Productattitudeandadvertisementappeal 32
7.4Testofmediatingeffect 32
8Conclusion 34
8.1AdappealonResponseTypes 34
8.2NeedforcognitiononResponseTypes 34
8.3BrandAttitude 35
9Discussion 36
9.1Application 36
9.2LimitationsandFutureResearch 36
10References 38
11AppendixI 40
12AppendixII 42
5|P a g e
1Introduction
Oneofthebiggestchallengesforamarketeristounderstandwhatconsumersthinkandwhytheyactoncertainways.Onetheoryisthatthemosteffectivewaytocreateasuccessfulproductistocreatethe‘wow’effecttoconsumers.
Butinordertocreatethisexceptionalproductorevencreatethebeliefthattheproductisgreat,marketersneedtounderstandconsumersandhowconsumerslearnandhowtheyprocesstheinformationacompanydeliverstothem.Tobesuccessful,itiscrucialthatacompanysharestheappropriateinformationtothecorrecttargetaudience.
1.1ConsumerlearningandAdvertisingAppeal
Consumer learning is the process through which customers obtain information about theexperience of the consumption of a product or a service. This knowledgewould be used bycompaniesas indicatorsforfuturepurchases.Consumerscanobtainthis informationthroughdifferentchannelssuchasadvertising,experience,sociallearningetc.However,thisresearchwillfocuson advertising as it is oneof themost important contributors that affect brandequity(Aaker&Biel1993)andtheattitudetowardsanadvertisementcanaffect theattitudeof theconsumertowardstheproductandthebrand(Gardner1985).
Advertisingplaysaveryimportantroleinthemoderncompetitivebusinessenvironment:Thepreviousdecadescompaniesfocusedonpricecompetitioninordertoincreasetheirsales,afactthatreducedbrandloyalty(Aaker&Biel1993)andgeneratedsacrificesonquality.Ithasbecomeacommonphenomenon,consumerstobuyaproductjustbecauseofapromotionwithoutbeingengagedtoacertainbrand.Asaresult,nowadaysmoreandmorecompaniestrytobuildastrongbrand equity and one of the channels they use is advertising. As nowadays advertising isbecomingmoreandmorecustomized it iscrucial forcompaniestotargetdifferentconsumergroupswiththeadvertisementwhichismoresuitabletothem.
As a result, different ad types can lead to different responses from people with differentpersonalities.Therefore,inthisstudy,themainfocuswillbeonthetwodifferentadtypesthatcanaffecttheproductattitude.
AdvertisingTypes:
• Emotionalbasedads:Adsthataimatprovokingemotions(happiness,fun,loveetc.)totheviewersinordertoinvolvethemintheprocessofconsumerlearning.
• Argumentbasedads.Adsthatusedataandthefunctionalcharacteristicsofaproductinordertomakeconsumersawareofit.
6|P a g e
Oneofthebiggestchallengesforamarketeristounderstandwhatconsumersthinkandwhytheyactonacertainway.Oneofthefirstthingsthatstaughtinmarketingclassesisthatthemosteffectivewaytocreateasuccessfulproductistocreatethe‘wow’effecttoconsumers.
Butinordertocreatethisexceptionalproductorevencreatethebeliefthattheproductisgreat,marketersneedtounderstandconsumersandhowconsumerslearnandhowtheyprocesstheinformationacompanyshareswith them. Inorder tobesuccessful iscrucial thatacompanysharestheappropriateinformationtothecorrecttargetaudience.
1.2CognitiveResponsesvsEmotionalResponses
Asmentionedaboveeach individualhas itsownwayof learningandprocessing information.Whenconsumerswatchanadvertisement,theyreceiveinformationthattheylaterevaluate.Thewaypeopleevaluatetheinformationtheyreceivefromdifferenttypeofadvertisementsdiffers,duetodiversepersonalitiesamongconsumers.Anumberofpeoplerespondspositivelytoanadvertisement that offers a lot of technical information about the functional features of theproductwhereasothercustomersaremoreattractedfromadsthataddresstotheiremotions.Actually,theresponsethatanadcreatestotheviewerandnotthecontentoftheaditselfiswhatmediatestheacceptanceofthead(Wright1973).
The first process through which customers obtain information while watching an ad is thecognitive process. Cognitive learning process is complex and includes all consumer mentalactivities.Throughthisprocesstheconsumersobtaininformationaboutaproduct(e.g.thebrandname, theusage, thebenefits it generates to itsuseretc.) that is going tobe stored in theirmemoryandwillbeusedinafuturedecisionmaking(Batkoska&Koseska2012).
TheCognitiveProcessrepresentsonlyoneofthetwowaysthatcustomersproceedinformation.Thathappensduetothefactthatindividualsalsodifferinthewaytheyprocessemotionalstimuli.Whendifferentpersonalities areexposed toequal levelsofemotional stimuli, someof themrespondwithhighlevelsofemotionalintensitywhileothersrespondwithlowlevels(Larsen&Diener1987).
1.3AdvertisingandPersonality
Differentpersonalitycharacteristicscaninfluencethewayconsumersprocessinformationduringtheconsumerlearningprocess.InthisinvestigationNeedforCognition(NFC)willbeused.
NFChastwolevels:HighNFCandLowNFC.IndividualswithhighNFCarepeoplethattendtoprefertothinkmorewhenitcomestoprocessinganinformation.Therefore,theseconsumersshowahigherlevelofappealtoadsthatengagethemintothinkingandtheytendtoobservemorewhengettinginformationaboutaconsumption(RuizdeMaya&Sicilia2004).Ontheotherhand,peoplewith lowNFCexperience theiremotionsmore intensivelywhenexposed to the
7|P a g e
emotionalstimuli,needlowerlevelofcognitionandtendtobemoreaffectedbyadsthatcangenerateemotions.
1.4Motivation
Takingintoconsiderationalltheabovethepurposeofthisanalysisistotrytofindoutifdifferentadvertisingappeals(emotionbasedadsandargumentbasedads)canhaveasignificanteffectonthe attitude of consumers towards a product. Also, this study will try to investigate if thepersonality characteristic need for cognition can have a significant mediating effect on theresponses(emotionalorcognitive)generatedbythedifferentadappeals.
Based on the findings of this investigation it can be concluded which is the most effectiveadvertisingappealaccordingtodifferentpersonalitiesthatshowdifferentlevelsofNFC.Also,itwillsuggestifconsumerscanbedividedbycompaniesintogroupsbasedontheirNFCandnotbasedongender,ageetc.ThatmeansthatpeoplewithhighNFCwillbetargetedinacertainanddifferentwaythanpeoplewithlowerNFC.
1.5Methodology
In this survey, the advertising appeals used are emotion based advertising versus argumentbased advertising. These advertising appeals lead to emotional and cognitive responses thatshapetheproductattitude.Also,inthisinvestigationisexaminingtheroleofneedforcognitionandhowitcanaffectconsumers’attitudetowardsaproduct.
Therefore,theresearchquestionis:
“Howdoadvertisingappeals-emotionbasedadvertisingvsargumentbasedadvertising-affectproductattitudeandifthiseffectisdifferentamongpeoplewithdifferentneedforcognition”
Thedatausedhavebeenobtainedbyrespondentswhoparticipatedvoluntarilytothesurvey.AlldatahavebeenanalyzedinSPSSStatisticsandtheresultsarepresentedinthenextchapters.
1.6Paperlayout
Inchapter2theliteraturereviewispresentedandanalyzedinordertoexplainthefindingsofexistingresearchrelatedtothesubject.Chapter3containstheconceptualframework,whichisthepartofthesurveythatpresentsallthevariablesofthissurvey.Chapter4presentsthesurveymethodology, that includes how the survey was created and how the data were collected.Chapter5containsasimpledataanalysisofthevariables.Inchapter6and7theresultsofthesurveyarediscussedandinchapters8and9thereisadiscussionoftheresultsandlimitationthatwerefaced.
8|P a g e
2LiteratureReview
2.1Introduction
Inmodernsocietyadvertisingisconsideredoneofthemostpowerfulinfluencesthatcanshape
and affect opinions. AsWilliamBernbach one of the founders of theDoyleDayne Bernbach
advertising agency mentioned “advertising is the art of persuasion”. In order to affect and
persuadeconsumers,advertisersstartedfocusingmoreontheadappeal.Accordingtoseveral
researchesargumentation(Wright,1973)andemotionalappeal(Holbrook&O’Shaughnessycan,
1984)playasignificantroletothewayconsumersrespondtoanadvertisement.Differentpeople
showagreatvarietyofreactionswhenexposedtodifferentadvertisingappeals.Anumberof
customerstendtoenjoymorethinkingwhileexposedtoanadwhereasothercustomershave
thetendencytoexperiencemoreintensivelytheirfeelingsandemotions(Aaker,1986).
AccordingtoChandy,Tellis,Macinnis,andThaivanich(2001)therearetwodifferentadvertising
appealsthataffectcustomer’sdecisionmaking:RationalandEmotional.Also,accordingtoRuiz&
Sicilia(Ruiz&Sicilia,2004)adappealcanhaveanimportantimpactontheadeffectivenesswhen
itmatchestheconsumer’sinformationprocessingstyle(cognitiveoraffective).
• RationalAppeal isaprocessthatmotivatesthecustomer intothinkingas itoffershim
plentyofinformationaboutaproductorservice(Churchill&Peter,1998).
• EmotionalAppealisaprocessthattriestostimulatethepsychologicalconditionofthe
customerbycreatingemotionsandfeelingssuchas:happiness,joy,fearetc.(Hawkins,Best&
Coney,2003).
2.2ElaborationLikelihoodModel
Advertisement is a formof communicationdesigned toaffect consumers inorder tomakea
certain purchase decisions. The main functions of advertising are to inform, persuade and
influencepotentialconsumers.Oneofthemostacceptedmodelsofpersuasionassociatedwith
advertising is the Elaboration LikelihoodModelwhich is a dual process theory that uses two
differentwaysofpersuading(Petty,Cacioppo,1986):Thecentralrouteandtheperipheralroute.
Theroutethatischosenisaffectedbytheabilitywhichis“thecapabilityofcriticalevaluation”
9|P a g e
andmotivationwhichisdefinedas‘thedesiretoprocessamessage’oftheconsumer.TheAbility
ofanindividualcanbeaffectedbycognitiveresources(stress,destructionsetc.)andalsoby“the
leveloffamiliaritywithasubject”.Ontheotherhand,themotivationcanbeinfluencedbythe
attitudeofapersontowardsamessage(Kunda,Ziva,1990),bythepersonalrelevanceandneed
forcognition(Kruglanski,VanLange,2012).
• Centralrouterequiresahighlevelofinformationelaboration,sotheindividualneedsto
devote more time into thinking. During the central route the individual would pay
attentiontothefacts(e.g.data)anduselogictoevaluatetheinformation.Centralroute
isassociatedwithhighinvolvementthatisthewillingnessoftheindividualtospendtime
and attention during the persuasion process. Central route persuasion startsworking
whentheindividualismotivatedtolistentothemessageandbeabletothinkaboutit.
Underthecentralroutepersuasionprocesstheindividualshavecognitiveresponsesand
thedecisionsaremadeafterdeepthought.Also,centralrouteprocessingleadstolong
lastingandresistantbehavior.
• Peripheralroutedoesnotrequirealotofthinkingandfocusesmoreoncuessuchasan
emotional story, colors, music or a celebrity endorsement. The content of the
advertisement(facts,data) isnot importantasthe individualdoesn’tneedtoexamine
any information and can rely on a general impression. Under the peripheral route
persuasion process, consumers have emotional responses andmake decisionsmainly
basedontheemotionsandfeelingsgeneratedfromthead.That’swhyperipheralroute
hasmoretemporaryresultsintheattitudeoftheconsumers(Petty,Cacioppo,Schumann,
1983).
11|P a g e
2.3 NeedforCognition
Psychologyhasplayedan importantrole inthedevelopmentofadvertisingasusuallya lotof
psychological models are used by marketers and advertisers in order to understand their
consumersandhowpersonalcharacteristicscanaffecttheresponseofpeopletowardsproducts.
OneofthesemodelsisNeedforcognitionwhichisamodelbasedontheElaborationLikelihood
Modeltheory.NFCrefersto“aneedtostructurerelevantsituationsinmeaningful,integrated
ways”(Cohen,Stotland,Wolfe,1955).Inotherwords,isthetendencyofindividualstoanalyze
andunderstandinarationalwaytheworldaroundthem.AccordingtoNFCscale,twogroups
canbedefined:Peoplewithhighneedforcognitionthatarethepeoplewhoenjoythinkingand
argumentation, tend to evaluate and elaborate the information they receive and base their
decisions inmore complex cues.Hence, theywill have touse central routeprocessingwhen
acquiringaninformation.Thesecondgroupispeoplewithlowerneedforcognitionandcanbe
describedaspersonsthattrytoavoidthinking,arenotaffectedbyargumentationwhilewatching
anadandmaketheirevaluationbasedmostlyonfeelingsandemotionthatcanbegeneratedby
the ad (Haugdvedt, Petty, Cacioppo, 1992). In this case people tend to learn by using the
Peripheralrouteprocessing.Endorsements,ads’atmosphereorstereotypesareelementsthat
canaffectpeoplewithlowerneedforcognition(Petty,Brinol,Loersch,&McCaslin,2009).
Thedifferent levelsofneedforcognitioncanaffect thewayconsumers’messageprocessing,
howeverdifferencesinneedforcognitiondonotshowdifferencesinthecognitivepossibilities
(Cacioppo,1996).Whendifferentpeoplewithdifferentneedforcognitionareexposedtoequal
levelsofemotionalstimuli,someofthemrespondwithhighlevelsofemotionalintensitywhile
othersrespondwithlowlevels(Larsen&Diener1987).Peoplethatexperiencetheiremotions
moreintensivelywhenexposedtotheemotionalstimulineedlowerlevelofcognitionandtend
tobemoreaffectedbyadsthatcangenerateemotionssuchas:warmth,happiness,insecurity
etc.Individualswithhighneedforcognitionaremorepleasantbyadsthatuseargumentation,
showahigherlevelofappealtoadsthatengagethemintothinkingandtheytendtoobserve
morewhengettinginformationaboutaconsumption(RuizdeMaya&Sicilia2004).
12|P a g e
3ConceptualFramework
Despiteofextensiveresearchonhowdifferentadvertisingappealsinfluenceconsumersforthe
purchasingdecision,mostofthemdonotincludenaturalcognitivecharacteristicsasoneofthe
factorsthatcanaffectthewayindividualsformabrandattitude.Thequestionis:whatmakes
each appeal effective and how these ads persuade consumers. In other words, what is the
psychologicalmechanismthatarousesdifferentresponsesfromtheconsumers?
Takingthisintoconsideration,thisresearchaimstofigureouthowdifferentindividualsreactto
differentappealsofadvertisementsandwhateffectscanthishavetoproductattitude.Forthis
reason,NFCmodelwillbeused.NFCis“apersonalityvariablethatexpressesthetendencyof
individualstocognitiveactivities”.InparticularIwanttoinvestigatetowhichextenddifferent
levelsofneedforcognitioncanmoderatetheresponsesofthecustomerstowardsanad.
Figure2ConceptualFramework
13|P a g e
3.1TypeofResponses
Whenexposedtoanadpeoplecanhavecognitiveandemotionalresponses.Cognitiveresponses
arethethoughtsthatsomeoneexperienceswhilewatchinganadwhereasemotionalresponses
arethefeelingsandemotions(Macinnis,Jaworski,1989).Actually,thecognitiveresponsethat
anadcreatestotheviewerandnotthecontentoftheaditselfiswhatmediatestheacceptance
of thead (Wright1973).Althoughboth responsesexistwhilewatchinganadvertisement the
questioniswhichonewouldbethemoredominanteachtime?
Asmentionedintheliteraturereview,adsthatuserationalcuestendtogeneratemorethinking
totheconsumersandprovokecentralrouteprocesses.Centralroutemakespeoplethinkmore
andtakeintoconsiderationfactsanddata.So,Iconcludethatadsthatuserationalappealwould
generatemorecognitiveresponses.Atthesametime,emotional-basedadstendtostimulithe
psychologicalconditionoftheindividuals,donotmotivatethemtothinkandprovokeperipheral
routeprocesses.Asaconsequence,thissurveysuggeststhatemotionalappealbasedadswould
generatemoreemotionalresponses.
H1a: Emotion based advertisements will arouse more affective response than cognitive
response
H1b: Argument based advertisementswill arousemore cognitive response than emotional
responses
3.2NeedforCognition
Itcanbepredictedthatpeoplewithhigherneedforcognitionwouldbepersuadedmoreeasily
byargumentbasedadsthatengagethemintothinkingandofferthemclearinformationabouta
productAlso,peoplewithlowerneedforcognitioncouldbemoreaffectedbyemotion-based
advertisementsaswouldbemoreattractedbytheatmosphereofthead,theemotionsthatcould
generatetotheindividuals,theendorseretc.(Dole,Sinatra1998).
Asmentionedbeforeneedforcognitioncanaffectthepersuasionroutethatanindividualwould
followinordertomakeadecision.Itcanbeconcluded,thatpeoplewithhighneedforcognition
thatenjoymorethinkingwouldbemorelikelytofollowcentralroute.Ontheotherhand,people
14|P a g e
thathavelowerneedforcognitionwouldprefertheperipheralrouteasitisasuperficialwayto
makeadecisionthatdoesn’tdemandalotofthought.Hence,itisproposedthatNFCwouldhave
amoderatingeffectontherespondsoftheconsumerstothead.
H2a: Individualswith lowerNFCwill showmore favorable attitude towards an emotional-
basedadvertisement.
H2b: Individualswith higherNFCwill showmore favorable attitude towards an argument-
basedadvertisement.
Advertisingisoneofthemostimportantcontributorsthataffectbrandequity(Aaker&Biel1993)
andtheattitudetowardsanadvertisementcanaffecttheattitudeoftheconsumertowardsa
productandabrand(Gardner1985).Asaresult,thisanalysissuggeststhatanindividualthathas
apositiveattitude towardsanargument-basedadvertisementwouldhaveapositiveattitude
towardstheproductthatisbeingcommunicated.Atthesametimeanindividualthatwouldhave
apositiveattitudetowardsemotion-basedadvertisementislikelytohaveapositiveattitudeto
theproduct.
H3a:Positiveattitudetowardsanemotionbasedadvertisementwillleadtopositiveproduct
attitude.
H3b: Positive attitude towards an argument advertisement will lead to positive product
attitude
15|P a g e
H1a Emotion based advertisements will generate more affective response than
cognitiveappeal
H1 H1b Argument based advertisements will lead to more cognitive response than
emotionalappeal
H2
H2a Individuals with lower NFC will show more favorable attitude towards an
emotional-basedadvertisement.
H2b Individuals with higher NFC will show more favorable attitude towards an
argument-basedadvertisement.
H3a Positiveattitudetowardsanemotionbasedadvertisementwillleadtopositive
productattitude.
H3 H3b Positive attitude towards an argument advertisement will lead to positive
productattitude
Table1Hypothesis
3.3Variables
ProductAttitude
In thisparticular investigation, thedependent variable is product attitude.Customershavea
certainproductattitudebasedonproductfamiliarityandtheassociationstheyhaverelatedto
thatproductorthebrand.Therefore,theparticipantswillbeaskedtoratetheproductbefore
andafterbeingexposedtothetwodifferentadvertisements.
Advertisingappeal
Theindependentvariableistheadvertisingappeal.Thispaperaimstoinvestigatetheeffectof
twodifferenttypesofadvertisingappeal:Therationalandtheemotionalappeal.Inotherwords,
what is the product attitude of the consumers when they are exposed to different kind of
advertisements?
TypeofResponses
16|P a g e
Themediatingvariableisthetypeofresponsesoftheindividualswhenexposedtoacertainad
appeal.Theresponsestheycanhavecanbeeithercognitiveoremotional.Inthisinvestigation,
it will be analyzed if the responses by different ad appeals can have an impact on product
attitude.Andkindofresponsescanbemorepowerfulandinfluentialontheconsumers.
NFCScale
Asmentioned before, there are a lot of personal characteristics that affect the way people
respondtoads.Asaresult,investigatingonlytheeffectoftheadappealonthebrandattitudeis
notenough.Inthispaper,itwillbetakenintoconsiderationthemoderatingeffectofNeedfor
Cognition(NFC)onadvertisingappeal.InordertomeasureNFC,theNFCscalewillbeused.This
scale isaquestionnairethat includes18questionsandwascreatedbyCacioppoandPetty in
1982.
17|P a g e
4ResearchDesign&Method
4.1ExperimentalDesign
This study examines the relationship between personality and different advertising appeals.Personalitycanbeanimportantvariablethataffecttheacceptanceofanadvertisementbytheconsumers. Different advertising appeals tend to affect different personalities and createdifferentresponses(cognitiveoremotional)thatcanleadtocertainattitudestowardsaproduct.
During thiswithin subjectdesign survey,each respondenthasbeen shown twodifferentadsusingdiverseadappeals-oneusingemotional,thesecondoneusingrational-andhastoevaluatetheproductbeforebeingexposedtothestimuliandthenevaluateagaintheproductafterbeingexposedtothestimuli.Also,participantshavetoansweraquestionabouthowtheyfeelandwhattheythinkabouttheproductafterwatchingeachad.Thisquestionwillbeusedtomeasuretheintensityofemotionalandcognitiveresponses.Intheend,eachoftheparticipantshastofillintheNeedforCognitionScale.
4.2Stimuli
Forthisstudytwodifferentadsof thesameproducthavebeenused.Thefirstcommercial isusingemotionalappealthatthisadisusingemotionsandspecificallyhumorinordertoinfluencethe viewer. This ad doesn’t present any of the features of the car and it doesn’t give anyinformationaboutthefunctionalcharacteristicsofthecar.Whereasthesecondoneusesrationalappeal and shows data and practical information of the product in order to persuade theconsumer.
TheemotionalbasedadfeaturestheToyotaRAV4andisthe‘ToyotaRav4:Sohappytogether’video.Thisvideoshowsacouplewhowakeupinthemorningandeachofthemtriestogetfirsttothecar.Inorderoneofthemtomanagetogetthecareachofthemsetuptrapstotheother.Thisadvertisementuseshumorinordertopassitsmessagetotheconsumers.Themusicthataccompaniesthevideois‘sohappytogether’.
Figure3Emotion-basedadvertisement
18|P a g e
Theargumentbasedadisthe‘2014ToyotaRav4TVcommercial’.ThisvideoshowstheToyotaRav4modelanddemonstratessomeofthefunctionalcharacteristicsoftheproductandgivessomedatasuchas:Cargocapacity,characteristicsoftheinterior,designetc.
Figure4Argumentbasedadvertisement4.3PilotTest
Before the survey, a pilot test took place in order to validate the assumptions and surveyquestions.Duringthepilotstudy20peoplebetweentheagesof24-32wereselectedtorespondtothesurveyquestionsinregardtothetotwoadvertisements-oneusingemotionalappealandoneusingrationalappeal-andfillintheNeedforCognitionScale.
19|P a g e
4.4Procedure
During the online survey the participants had to respond to two advertisements-one usingemotional and one rational appeal-of the same brand showing the same product. In thebeginningtheparticipantswereaskedafewdemographicquestions. Inordertomeasurethebeforeadproductattitudeoftheparticipantsandtheproductattitudeafterbeenexposedtothestimuli,theywereshownanimageoftheproductandwereaskedtoevaluateit.Thentheywereshowntheemotionbasedadandwereaskedtoratetheproductfeaturedonthead.Afterthattheywereshowntheargumentbasedadandagaintheywereaskedtoevaluatetheproductfeaturedinthesecondad.Alsointheend,theparticipantswereaskedtoanswertheNeedforCognitionquestionnaire.
Figure5
Introduction Demographics PreAdProductAttitude
StimuliEmotionalAd
PostEmotionbaseadProduct
Attitude
StimuliRationalAd
PostArgumentadProductAttitude
NFCScale
20|P a g e
4.5Samplingprocedure
The survey is made with Google Forms which is a survey platform offered by Google. Theexperimentwasdistributedthroughtheinternetandsocialmedia(Facebook,Emailetc.)frommid-Apriluntilmid-June.Theparticipantsofthesurveyhadtocompleteasurveyquestionnairecontaining31questionsandseetwoads.Thesurveyconsistsoftwoparts:
1. Thefirst13questionsrelatedtotheproductattitude.2. Therest18questionsthatwillbeusedtocalculatetheneedforcognition.
21|P a g e
4.6MeasurementsofVariables
Name Independent/DependentVariable
Explanation Scale Reference
Familiaritywiththeproduct
Independent Howfamiliarareyouwiththeproduct?
5-pointscalewith1being"extremelyfamiliar"and5being"extremelyunfamiliar”
(Alba&Hutchinson,1987)
EmotionalResponse Dependent Howdoyoufeelabouttheproductadvertised?
5-pointscaleLoveHappyCalmAnnoyedHate
(Crites,Fabrigar&Petty,1994)
CognitiveResponse Dependent Whatdoyouthinkabouttheproduct?
5-pointscaleUsefulBeneficialValuableWorthlessUseless
(Crites,Fabrigar&Petty,1994)
Preferenceofthead Dependent Howwouldyouratethead?
5-pointscalewith1beingtheleastfavoriteand5themostfavorite
(Lutz,MacKenzie&Belch)
Attitudetowardsthebrand
Dependent Howwouldyouratethebrandoverall?
5-pointscalewith1beingtheleastfavoriteand5themostfavorite
(Spears&Singh,2004)
NeedforCognition Independent 18-itemNeedforCognitionScale
5-pointscalewith1being"stronglyagree"and5being"stronglydisagree
(Cacioppoetal.,1984)
Table2
22|P a g e
5DataCleaning
Datacleaningistheprocedureoffilteringtheincompletequestionnaires,sotheycanbeexcludedfromthedataanalysis.Datacleaningisveryimportantasitmaintainthequalityofthedata.Outofthe130questionnairesthathadbeenresponded10ofthemwereincompletesotheywereexcluded.Hence,forthisanalysis120questionnaireswereused.
5.1Demographics
Thequestionnairebeginswiththreedemographicquestionsandtherespondentswereaskedtofill in their gender, age and their nationality.Demographics arenot a part of the conceptualframeworkhowevertheycangiveabetterunderstandingoftherespondents.
Themeanageoftherespondentswas26.8years.Theyoungestresponderwas18andtheoldest43.Twooftheparticipantsdidn’tsharetheirage.
Ofalltheparticipants59.2%wasfemaleand40%male.Also,oneoftherespondentsdidn’tsharehis/hergender.
Finally, out of the 120 the respondents 84% was Greek and the rest 15% was from othercountries.Oneoftherespondentsdidn’tsharehis/hernationality.
Thetablebelowcontainsinformationabouttheparticipants’age,genderandnationality.
Descriptive Frequency Percentage
Gender
MaleFemale
4871
40%59.2%
Age 18-3031-43
9622
80%
19%
Nationality GreekOther
10118
84.2%
15%
Table3Demographics5.2Descriptivestatistics
BeforedivingdeepintotheSPSSanalysis,thedescriptivestatisticsarepresented.Thefollowingtableshowsthedescriptivestatisticsofthevariablesthatcangiveasimplesummaryaboutthesample(Mann,1995).Thedescriptivestatisticsmeasuredwerethemeanthestandarddeviationandthevariance.Thetablesbelowpresentthedescriptivestatisticsofbothadvertisingappeals.
23|P a g e
Mean Std.Deviation VarianceProductFamiliarity
2.33 1.26 1.60
Pre-productattitude
3.56 0.85 0.73
Attitudetowardsadvertisement
2.97 1.22 1.50
EmotionalResponse
3.05 0.83 0.69
CognitiveResponse
3.4 1.30 1.71
Post-ProductAttitude
3.20 0.96 0.92
Table4DescriptivestatisticsEmotionalBasedAdvertisement
Mean Std.Deviation VarianceProductFamiliarity
2.33 1.26 1.60
Pre-ProductAttitude
3.56 0.85 0.73
Attitudetowardsadvertisement
3.55 0.98 0.97
EmotionalResponse
3.43 0.71 0.51
Cognitiveresponse
3.84 0.92 0.85
Post-Productattitude
3,70 0.82 0.68
Table5DescriptiveStatisticsCognitiveBasedAdvertisement
5.3Needforcognition
Thelast18questionsofthesurveywereNeedforCognitionscale,wheretherespondentshadtorespondtowhatextendtheyagreetoeachofthestatements.Outofthe18questions9havereversescore.Thequestionswereansweredona5-pointscale:
(Very strong agreement=4,Moderate agreement =2,Neither agree nor disagree=0,Moderatedisagreement=-2,VeryStrongdisagreement=-4)
TheNFCscoreistheoutcomeofthescoreiseachofthe18questions.Inthisanalysis,thereweretwolevelsofNeedforCognition:HighandLow.Ifsomeonewascategorizedinthehighorlowneedforcognitiongroupwasdefinedbythescore.Themeanoftherespondentswas21.69soeveryonewithaNFCscorehigherthanthatwereincludedinthehighNFCgroupandthosewithalowerscorewereincludedinthelowNFCgroup.
24|P a g e
6Results
6.1Pairedsampletest
Inordertocheckthevalidityoftheassumptionmadethatadvertisinghasaneffectonpeople’sattitudetowardsaproducttwopairedsampletestswereconducted.
Duringthepairedsampleteststheproductattitudeofconsumerswasmeasuredbeforeandafterbeingexposedtothetwodifferentadvertisements(emotionalbasedadvertisementvsargumentbasedadvertisement).
In the table below are shown the means of product attitude before and after watching anemotionalbasedadaredifferent.Asthemeansaredifferentandthedifferenceisstatisticallysignificant(p=0.000<p=0.05)(Appendix1)thisindicatesthatconsumerscanbeinfluencedonthewaytheyperceiveaproductbyanemotionalbasedad.However, inthiscasethemeanafterwatchingtheadislowerandthismeansthattheadhadanegativeeffectontheconsumers.
N Mean
BeforeAdvertisement 120 3.56
PostAdvertisement 120 3.20
Table6MeansBeforeandPostEmotionalAdvertisementAsimilarpairedsampletestwasconductedinordertofindoutiftherewasasignificanteffectoftheargumentbasedadontheproductattitude.Inthiscasethemeansaredifferentandpeoplehave a slightly highermean after being exposed to the ads. However, the difference is notsignificant(p=0.>p=0.05)(Appendix2)whichindicatesthatconsumersarenotinfluencedbytheargumentbasedad.
25|P a g e
N Mean
BeforeAdvertisement 120 3.56
PostAdvertisement 120 3.70
Table7MeansBeforeandPostCognitiveAdvertisement
6.2AdappealandResponseType
The independent variables ad appeal consists of two different levels: The emotional basedadvertisementandthecognitivebasedadvertisement.Atthispointtheanalysisaimstofigureoutifthereisaneffectoftheindependentvariableonthedependentvariableresponsetype.InordertofindoutindependentT-testsareconducted.
6.3Adappealonemotionalresponse
Thetablebelowshowstheeffectoftheadvertisingappealonemotionalresponse.Themeansaredifferentandtheyarestatisticallysignificant(Appendix3)(p=0.000<p=0.05).However,themeanoftheemotionalresponsesoftheemotionalbasedadvertisementislowerthanthemeanofthecognitivebasedadvertisement.Thatmeansthatinthiscasecognitivebasedadvertisementgeneratedstrongeremotionalresponsesthantheemotionalbasedadvertisement.
Based on the hypothesis of this study the emotional based ad should generate strongeremotionalresponses,soaccordingtothefindingstheH1ahastoberejected.
AdvertisingAppealandEmotionalResponse
N Mean
EmotionalBasedAdvertisement
120 3.05
CognitiveBasedAdvertisement
120 3.43
Table8Meansofcognitiveresponseonadvertisementappeal
6.4AdappealonCognitiveResponse
Thetablebelowshowstheeffectoftheadvertisingappealonthecognitiveresponse.Themeansaredifferentandtheyarestatisticallysignificant(Appendix4)(p=0.009<p=0.05).Inthiscasethemeanofthecognitiveresponsesofthecognitivebasedadvertisementishigherthanthemeanof the cognitive responses of the emotional based advertisement. This indicates, cognitive
26|P a g e
responses generated by the cognitive based ad are stronger than the cognitive responsesgeneratedbytheemotionalbasedad.
According to the hypothesis of this study the cognitive responses should be stronger whenwatchingacognitivebasedadthanwhenwatchinganemotionalbasedad.Hence,basedonthefindingsofthesurveytheH1bisaccepted.
AdvertisingAppealandCognitiveResponse
N Mean
EmotionalBasedAdvertisement
120 3.45
CognitiveBasedAdvertisement
120 3.84
Table9Meansofcognitiveresponseonadvertisementappeal6.5NeedforCognition
Toinvestigatetheeffectoftheindependentvariables,needforcognitionandadvertisingappealonthedependentvariableresponsetype,adoublewayANOVAwasrun.ThetwowayAnovaisusedinordertodetermineifthereisaninteractionbetweenthedifferentadappeals(Emotionalappeal vs cognitive appeal) and Need for Cognition on the type of responses (emotional vscognitive).
6.6EffectofNFConproductattitude(EmotionalbasedAdvertisement)
BeforerunningtheactualtwowayAnova,apairedsampleT-testwasconductedinordertofigureout if there is a significant relationship between different levels of Need for Cognition andproductattitude.BasedonthepairedsampleT-test(Appendix5)themeanofproductattitudewhen watching an emotion based advertisement is different but effect of NFC on productattitudeisnotstatisticallysignificant(p=0.080>p=0.05).ThatindicatesthatNeedforCognitiondoesn’thaveasignificanteffectontheproductattitudewhenwatchinganemotionalbasedad.
Thetablebelowshowthedifferentmeansofproductattitude.
N Mean
HighNFC 54 2.83
LowNFC
54 3.16
Table10EffectofNFConproductattitude(EmotionalbasedAdvertisement)
27|P a g e
6.7EffectofNFConproductattitude(ArgumentbasedAdvertisement)
BasedonasimilarpairedsampleT-test(Appendix6)themeanofproductattitudewhenwatchingan argument based advertisement is different but effect of NFC on product attitude is notstatisticallysignificant (p=0.107>p=0.05).ThismeansthatNFChasnosignificanteffectontheproductattitudewhenwatchinganargumentbasedad.
N Mean
HighNFC
54 3.56
LowNFC
54 3.83
Table11EffectofNFConproductattitude(ArgumentbasedAdvertisement)6.7NFConAdappealandEmotionalResponse
At this point the goal of the analysis is to find out if there is amoderating effect betweenindependent variables advertising appeal (Emotional base advertisement vs Cognitive basedadvertisement)andneedforcognition(HighvsLowneedforcognition)oneachresponsetype(EmotionalresponseandCognitiveresponses).
Inordertotestifthereisamoderatingeffectoftheindependentvariablesadvertisingappealandneed forcognitiononthedependentvariableemotional response,a two-wayAnovahasbeenconducted.
The table below shows that the variables Need for Cognition (p= 0.005<p=0.05) andAdvertisementAppeal(p=0.000<p=0.05)aresignificant.However,thereisnomoderatingeffectofNFContheemotionalresponse(p=0.58>p=0.05).Asaresult,H2ahastoberejected.
Source Sig.
NFC
0.005
AdvertisementAppeal
0.000
NFC*AdvertisementAppeal
0.587
Table12TwowayAnovaonEmotionalResponse
28|P a g e
NFC AdvertisementAppeal Mean
LowNFC EmotionalbasedAdvertisementCognitivebasedAdvertisement
3.183.62
HighNFC EmotionalbasedAdvertisementCognitivebasedAdvertisement
2.953.28
Table13NFC*AdvertisementAppealonEmotionalResponse
6.9NFConAdappealandCognitiveResponse
ThesametwowayAnovahasbeenusedinordertofigureoutifthereisamoderatingeffectoftheneedforcognitionandadvertisingappealonthecognitiveresponse.
ThetablebelowshowsthatinthiscasethevariablesNeedforCognition(p=0.94>p=0.05)isnotsignificant whereas Advertisement Appeal (p=0.01<p=0.05) is significant. Also, there is nomoderatingeffectofNFConthecognitiveresponse(p=0.98>p=0.05).
Asaresult,H2bhastoberejected.
Source
Sig.
NFC
0.94
AdvertisementAppeal
0.01
NFC*AdvertisementAppeal
0.98
Table14TwowayAnovaonCognitiveResponse
NFC
AdvertisementAppeal Mean
LowNFC EmotionalbasedAdvertisementCognitivebasedAdvertisement
3.463.84
HighNFC EmotionalbasedAdvertisementCognitivebasedAdvertisement
3.453.83
Table15NFC*AdvertisementAppealonCognitiveResponse
29|P a g e
7ProductAttitudeandResponseType
7.1ProductattitudeandEmotionalResponse
Inordertofigureoutifthereisacorrelationbetweentheproductattitudeandtheemotionalresponsealinearregressionwasconducted.Basedonthecorrelationmatrix(Appendix9)thatcame up from the regression there is a significant correlation between brand attitude andcognitiveresponse(p=0.000<0.05).
Thetablebelowshowsthattheregressionmodelissignificant(p=0.000<0.05).Thismeansthattheregressionmodelpredictssignificantlythedependentvariableproductattitude.Basedontheanalysis39,3%oftheproductattitudeisgeneratedbytheemotionalresponse(R2=0.393).
Model
B Sig.
(Constant)
1.130 0.000
EmotionalResponse
0.716 0.000
Table16LinearRegressionofEmotionalResponseandProductAttitudeWhenonlyincludingemotionalresponses,theequationthatcanpredicttheproductattitudeisthefollowing:
ProductAttitude=1.130+0.716*EmotionalResponses
7.2ProductattitudeandCognitiveResponse
Asimilarlinearregressionwasconductedinordertofigureoutifthereisacorrelationbetweentheproductattitudeandthecognitiveresponse.Basedonthecorrelationmatrix(Appendix9)thatcameupfromtheregressionthereisasignificantcorrelationbetweenbrandattitudeandcognitiveresponse(p=0.000<0.05).
Thetablebelowshowsthattheregressionmodelissignificant(p=0.000<0.05).Thismeansthattheregressionmodelpredictssignificantlythedependentvariableproductattitude.Basedontheanalysis12.1%oftheproductattitudeisgeneratedbythecognitiveresponse(Square=0.121).
30|P a g e
Model
B Sig.
(Constant)
2.443 0.000
EmotionalResponse
0.277 0.000
Table17LinearRegressionofCognitiveResponseandProductAttitudeWhenonlyincludingcognitiveresponses,theequationthatcanpredicttheproductattitudeisthefollowing:
ProductAttitude=2.443+0.277*CognitiveResponses
Basedonthelinearregressionanalysisforboththeemotionalandcognitiveresponsesthereisasignificant correlation between Response Type and Brand attitude. This indicates that a bigpercentageoftheproductattitudeisexplainedbytheresponsetype.AccordingtothesefindingshypothesisH3aandH3barecorrectastheysuggestthatacertainresponseleadstoacertainproductattitude.So,aspredictedinthecaseoftheemotionalbasedadduetoabigpercentageofnegativeresponsestheproductattitudeislowerafterwatchingtheadthanbeforewatchingthead.Ontheotherhand,inthecaseoftheargumentbasedad,duetothebigpercentageofpositiveresponsestheproductattitudeafterwatchingtheadishigherthanbeforewatchingthead.
Figure6EmotionalresponsesonEmotionalbasedadvertisement
31|P a g e
Figure7CognitiveResponsesonEmotionalbasedadvertisement
Figure8EmotionalresponsesonEmotionalbasedadvertisement
Figure9CognitiveresponsesonArgumentbasedadvertisement
32|P a g e
7.3Productattitudeandadvertisementappeal
Inordertofindoutifthereisarelationshipbetweenproductattitudeandadvertisementappealthere was conducted an Independent T-test. Based on the results (Appendix 11) there is asignificant(p=0.000<p=0.05)differenceinthemeansbetweentheproductattitudegeneratedbyemotionalbasedadandargumentbasedad.
Thetablebelowshowsthattheargumentbasedadgeneratedahigherproductattitudethattheemotionalbasedad.
ProductAttitude
Mean
EmotionalbasedAdvertisement
3.20
ArgumentbasedAdvertisement
3.70
7.4Testofmediatingeffect
The mediating variable is one that explains the relationship between the independent anddependentvariable (MacKinnon,2008). In this survey, themediatingvariable is the responsetype.
If the response type has amediating effect on the regression the effect of the independentvariablebecomes insignificant. So,when runninga linear regressionofadappealandbrandattitude the ad appeal should be significant. When in the regression is added the variableresponse type the effect of response type should be significant and the effect of ad appealbecomesinsignificant.
Thetablebelowshowsthatduringthefirstregressionofadappealandbrandattitudetheadappealhasasignificant(p=0.000<p=0.05)effectinbrandattitude(Appendix12).However,whenresponsetypeisaddedinthemodeltheadappealbecomesinsignificant(p=0.066>p=0.05)andresponse type is significant. Therefore, the variable response type has a mediating effectbetweenadappealandbrandattitude.
33|P a g e
Figure10TheMediatingEffectofResponseType
Model
Sig.
1(Constant)AdvertisementAppeal
0.0000.000
2(Constant)AdvertisementAppealEmotionalResponseCognitiveResponse
0.0000.0660.0000.001
Table18LinearRegressionMediation
34|P a g e
8Conclusion
8.1AdappealonResponseTypes
Basedonthehypothesisofthissurveyadappealshouldhaveasignificanteffectonthetypeofresponses. In this survey ad appeal had a significant effect on the emotional and cognitiveresponse.However,inthissurveytheargumentbasedadhadastrongereffectontheemotionalresponsesthantheemotionalbasedad,whilebasedontheH1aofthissurveyitwasexpectedthattheemotionalbasedadwillgeneratemoreemotionalresponses.Therefore,H1aisrejected.Also,theargumentbasedad,asexpectedfromthehypothesisoftheanalysis,ledtostrongercognitiveresponsesthantheemotionalbasedad,soH1bisaccepted.
According to the findings of this survey it seems that advertisement appeal can affect theintensityofresponses.Argumentbasedadvertisementgeneratesbothstrongeremotionalandcognitive responses,whereas emotional based advertising creates less strong emotional andcognitiveresponses.
8.2NeedforcognitiononResponseTypes
AccordingtoCacioppoandPettyNeedforcognitionisapersonalityvariablethatexplainsthetendencyofpeople toget involvedto thinking theprocedure.Basedon that itwasexpectedpeoplewithhigherneedforcognitionwouldtendbemoreaffectedbyadvertisementthatstimulitheirmindandwouldhavestrongercognitiveresponses.Whereasindividualswithlowneedforcognitionwouldtendtoprefermoreadsthatdon’trequirethinkingbutuseemotionsinordertoattractconsumer’sattention.
However, according to this analysis although need for cognition has a significant effect(p=0.005<p=0.05) on the emotional responses, there was no significant effect of need forcognition when also the ad appeal was taken into consideration. In the case of cognitiveresponsesneedforcognitionhadnosignificanteffect.SoH2awasrejected.
Therefore,itcanbeassumed,thatdifferentlevelsofneedforcognitioncanhaveasignificanteffectonemotional responses.However, there is no relationshipbetweendifferent levelsofneedforcognitionanddifferentadappeals.Hence,itcannotbesaidthatpeoplewithhighneedforcognitiontendtogeneratemorecognitiveresponseswhenwatchinganargumentbasedadorthat individualswith lowneedforcognitiontendtohavemoreemotionalresponseswhenwatchinganemotionalbasedad.
35|P a g e
8.3BrandAttitude
Accordingtothisinvestigationcertainresponsestowardsaproductcanleadtoacertainattitudetowards the products. Positive responses generate a positive product attitude and negativeresponsesgenerateanegativeproductattitude.
Inthisanalysis,thereisasignificantdifferenceinthemeansofproductattitudeafterwatchingtheemotionalbasedadand theargumentbasedad.Productattitude ismorepositivewhenwatching the argument based advertisement than when watching the emotional basedadvertisement.Thisindicatedthatargumentbasedadvertisingcanhaveapositiveeffectontheattitudetowardstheproduct.
Also,thissurveysuggeststhatthereisasignificantrelationshipbetweentheproductattitudeand the type of responses. Based on the findings emotional responses explain 39.9% of theproduct attitudewhereas the cognitive responses explain 12.1%. This indicates that a higherpercentageofproductattitudeisgeneratedbyemotionalresponses.Hence,itcanwesaidthatemotionalresponseshaveastrongereffectonproductattitude.
H1a Emotion based advertisementswill generatemore affective
responsethancognitiveappeal
Rejected
H1 H1b Argumentbasedadvertisementswill lead tomore cognitive
responsethanemotionalappeal
Supported
H2
H2a IndividualswithlowerNFCwillshowmorefavorableattitude
towardsanemotional-basedadvertisement.
Rejected
H2b IndividualswithhigherNFCwillshowmorefavorableattitude
towardsanargument-basedadvertisement.
Rejected
H3a Positive attitude towards an emotion based advertisement
willleadtopositiveproductattitude.
Supported
H3 H3b Positiveattitudetowardsanargumentadvertisementwilllead
topositiveproductattitude
Supported
Table19Hypothesis
36|P a g e
9Discussion
Thisstudyaimstoanalyzetheeffectsof twodifferenttypeofadvertisingappeals (emotionalorientatedadvertisingvscognitiveorientatedadvertising)inrelationtoconsumer’spersonalityvariableNeedforCognitiononproductattitude.
A very interesting finding of this survey is that consumers show a statistically significant(p=0.000<p=0.05)differentproductattitudebeforeandafterbeingexposedtotheemotionalbasedadvertisementwhereasthedifferenceinproductattitudeisinsignificantwhentheyareshownthecognitivebasedadvertisement.Thisindicatesthatactuallyconsumersgetaffectedbyadvertisingandthatcanhavean impactontheirattitudetowardsaproduct. In thiscasetheemotional based ad generated negative product attitude. Responders before seeing theemotionalbasedadvaluedtheproductwith3.56whereasafterseeingtheadvaluedtheproductwith3.20.
Themostlogicalassumption(andbasedonparticipants’feedback)isthattheadwasnotlikabletoconsumersandcouldn’tspreaditsmessage.Accordingtotheparticipants’feedbacktheyfeltannoyedbytheadandsometimesevensad.Theytendtorelatetothecoupleanddidn’tliketheconceptofmakingacoupleargueformaterialgoods.
9.1Application
Ingeneral,accordingtothissurveycognitivebasedadscanhaveamorepositiveeffectontheproductattitude.Nevertheless,itdoesn’tseemthattheyhavethepowertoaffectsignificantlyconsumers’attitude.Ontheotherhand,emotionalbasedadscanchangesignificantlyanattitudetowardsaproductandinthisspecificcasethechangeisnegative.
Asaresult,itcanbeassumedthatcognitivebasedadsaremorelikableandcanbeamore‘safe’way of advertising.Whereas, emotional based ads should be verywell-designed in order togenerateapositivechangetowardsaproductandnotbringcontraproductiveresults.
9.2LimitationsandFutureResearch
It is verydifficult for researchers to collect trustworthyandqualitydata, although creatingasurveymayseemeasy.Inmanycasesparticipantsdon’twanttosharehonestlypersonaldata.Inothercases,participantsfailtoreplyproperlyinthesurveyastheycannotexpresstheirthoughtsandfeelingsthrougha5-pointscale.Inthissurvey,thebiggestlimitationwasthatparticipantscouldn’tbecertainaboutthestatements’contentduringtheNFCscalequestions.Also,duetothenatureofthesurvey(within-subjectdesign)thereisthepossibilitythatrespondentscouldbebiased when watching the second advertisement, as they have already seen the firstadvertisement.Therefore,theirresponsewouldn’tbewhatexactlytheythinkorfeelaboutthisadvertisement but It can be affected about what they thought and felt about the firstadvertisement.
37|P a g e
While,thehypothesizesofthissurveyaren’tacceptedtotallythissurveygivessomeimportantinformation on the role of advertising appeal in the consumer learning procedure. Probablyfuture surveys could use different themes in the advertisements surveys and could give adifferentinsightintheroleofNeedforCognitionandpersonalityinadvertising.Thefactthatabignumberoftheparticipantshadnegativefeelingsabouttheemotionbasedadcouldhaveledpeoplewith lowNFCinthedecisiontoevaluatehighertheargumentbasedad,althoughinadifferentcasethatbothadswouldhavebeenequallylikabletheywouldhavebeeninfluencedbytheemotionbasedone.
38|P a g e
10References
AakerD.,BielA.(1993).BrandEquity&Advertising:Advertising'sRoleinBuildingStrongBrands
(AdvertisingandConsumerPsychology)(Advertising&ConsumerPsychology).
Aaker D., Stayman D., HagertyM. (1986).Warmth in advertising:measurement, impact andsequenceeffects.JournalofConsumerResearch;12:365–81(March).
BatkoskaL.,KoseskaE.(2012).TheImpactofCognitiveLearningonConsumerBehaviour.Procedia-SocialandBehavioralSciences.
Brinton,A.(1988).Pathosandthe“AppealtoEmotion”:AnAristotelianAnalysis.HistoryofPhilosophyQuarterly,5(3),207–219.
Chandy,R.K.,Tellis,G.J.,Macinnis,D.J.,&Thaivanich,P.(2001)Whattosaywhen:Advertising
appealsinevolvingmarkets.JournalofMarketingResearch,39.399-414.
Churchill, G. A., & Peter, J. P. (1998). Marketing: Creating value for customers. Boston:
Irwin/McGrawHill.
Cohen, A. R., Stotland, E., &Wolfe, D.M. (1955). An experimental investigation of need for
cognition.TheJournalofAbnormalandSocialPsychology,51(2),291-294.
Dole, J.A., Sinatra, G.M. (1998). “Reconceptualizing Change in the Cognitive Construction of
Knowledge”.EducationalPsycologist.
Gardner, M. P. (1985). Does Attitude toward the Ad Affect Brand Attitude under a Brand
EvaluationSet?JournalofMarketingResearch,22(2),192.
Haugtvedt,C.P.,Petty,R.E.,&Cacioppo,J.T.(1992).NeedforCognitionandAdvertising.Journal
ofConsumerPsychology,1(3),239-260.
Hawkins,D.I.,Best,R.J.,&Coney,K.A.(2003).Consumerbehavior:Buildingmarketingstrategy.
Maidenhead:McGraw-HillEducation.
Holbrook,M.B.andO'Shaughnessy,J.(1984),Theroleofemotioninadvertising.Psychol.Mark.,
1:45–64.
39|P a g e
Kruglanski,ArieW.;Van Lange,PaulA.M. (2012).Handbookof theoriesof socialpsychology.
London,England:Sage.pp.224–245.
Kunda,Ziva(1990)."TheCaseforMotivatedReasoning".PsychologicalBulletin108(3):480–498.
LarsenR.,DienerJ.(1987).Affectintensityasanindividualdifferencecharacteristic:areview.
JournalofResearchinPersonality;21:1–39.
MacKinnon,D.P.(2008).Introductiontostatisticalmediationanalysis.NewYork:Routledge.
Mann. P.S. (1995). Student Solutions manual to accompany Introductory statistics, second
edition,PremS.Mann.NewYork:Wiley.
Petty,R.E.,Briñol,P.,Loersch,C.,&McCaslin,M.J.(2009).Theneedforcognition.Handbookof
individualdifferencesinsocialbehavior,318-329.
PettyR.,CacioppoJ.(1986)."Communicationandpersuasion:centralandperipheralroutesto
attitudechange."
Petty,R.E.,Cacioppo,J.T.,&Schumann,D.(1983).Centralandperipheralroutestoadvertising
effectiveness:Themoderatingroleof involvement. Journalofconsumerresearch,10(2),135-
146.
RuizdeMayaS.,SiciliaM.(February2004).Theimpactofcognitiveand/oraffectiveprocessing
stylesonconsumerresponsetoadvertisingappeals.JournalofBusinessResearch.
WrightP.(February1973).TheCognitiveProcessesMediatingAcceptanceofAdvertising.Journal
ofMarketingResearch,10(1),53-62.
42|P a g e
12AppendixII
Appendix1
Paired Sample T-test Product attitude before and Post Emotion based Ad
Appendix2
Paired Sample T-test Product attitude before and Post Cognitive based Ad
Appendix3
Independent Sample T-test Emotional Response on Emotion based Advertisement and Cognitive
based Advertisement
Appendix4
Independent Sample T-test Cognitive Response on Emotion based Advertisement and Cognitive
based Advertisement
43|P a g e
Appendix5
Paired Sample test Product attitude and NFC in Emotion based Ad
Appendix6
Paired Sample test Product attitude and NFC in Argument based Ad
Appendix7
Two way Anova: Effect of Advertising Appeal and NFC on Emotional Response
47|P a g e
Advertisement Appeal and Product Attitude
Appendix9
Linear Regression Product Attitude and Emotional Response