Feeling grateful versus happy? The effects of emotional appeals in advertisements on self-made products |
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| Institution: | 1. Department of Marketing, Business School, University of Western Australia, Australia;2. Department of Management, Universitas Indonesia, Indonesia;3. Department of Marketing, University of Queensland, Australia;4. Department of Marketing, University of Portsmouth, United Kingdom;1. Marketing, Indian Institute of Management Calcutta, India;2. Marketing, Department of Strategy and Management, NHH Norwegian School of Economics, Bergen, Norway;3. Digital Innovation for Growth (DIG), NHH Norwegian School of Economics, Bergen, Norway;4. Marketing, Indian Institute of Management, Ahmedabad, India;1. School of Business and Law, Edith Cowan University, 6027, Joondalup, WA, Australia;2. School of Economics, Finance and Marketing, RMIT University, 3000, Victoria, Australia;1. Institute of Business Studies, Kohat University of Science & Technology, Pakistan;2. Department of Management Sciences, COMSATS University Islamabad, Wah Campus, Wah Cantt, Pakistan;3. Institute of Business Studies, Kohat University of Science & Technology, Kohat, Pakistan;4. Institute of Business and Management Sciences, UOA, Peshawar, Pakistan;5. College of Hospitality and Tourism Management, Sejong University, Seoul, 05006, South Korea;6. Social Matters Research Group, Universidad Loyola Andalucía, C/ Escritor Castilla Aguayo, 4, 14004 Córdoba, Spain;1. Hanyang School of Business, Hanyang University, 222 Wangsimni-ro, Seongdong-gu, Seoul, 04763, South Korea;2. 312K College of Business, University of Central Arkansas, 201 Donaghey Ave, Conway, AR, 72035, USA |
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| Abstract: | Increasingly, researchers are putting their efforts into understanding more about self-made products (e.g. reasons for purchasing these type of products). Nevertheless, it remains poorly understood as to how to effectively promote such products. Understanding whether using emotions (e.g. gratitude) in an advertisement may increase the effectiveness of advertising is still open to debate. Based on the cognitive theory of emotions, in the present study, the effect of emotional appeals on purchase intentions is explored through three experiments. Study 1 examines the effect of gratitude (vs. no-appeal) on consumer's click through behavior for self-made products. The results show that gratitude appeal poses a stronger effect on consumers' click through behavior for self-made products as opposed to no appeal. Study 2 provides further evidence of the gratitude effect (versus happiness, no-appeal) on purchase intention for self-made products in comparison to pre-made ones. Finally, Study 3 establishes desire to put in more effort as an underpinning mechanism for gratitude appeal and adds level of effort as a moderator. The findings suggest that marketers should incorporate gratitude appeal into their advertisements to increase consumers' purchase intentions by stimulating the desire to put in more effort. |
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| Keywords: | Emotions Gratitude Happiness Self-made products Effort |
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