Emotional and rational advertising messages in positive and negative polish media contexts

Welcome:
Guest

Advances in International Marketing

ISSN: 1474-7979
Series editor(s): Professor Shaoming Zou

Subject Area: Marketing

Content: Series Volumes | Current Volume RSS

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Document Information:
Title:	Emotional and rational advertising messages in positive and negative polish media contexts
Author(s):	Patrick De Pelsmacker, Dominika Maison, Maggie Geuens
Volume:	12 Editor(s): Charles R. Taylor ISBN: 978-0-76230-950-4 eISBN: 978-1-84950-167-5
Citation:	Patrick De Pelsmacker, Dominika Maison, Maggie Geuens (2002), Emotional and rational advertising messages in positive and negative polish media contexts, in Charles R. Taylor (ed.) New Directions in International Advertising Research (Advances in International Marketing, Volume 12), Emerald Group Publishing Limited, pp.121-135
DOI:	10.1016/S1474-7979(02)12023-0 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Article type:	Full length article
Abstract:	An emotional and a rational advertising message for a new brand of juice are tested in a positive and negative newspaper context in a sample of 100 young Polish consumers. The positive context leads to more positive attitudes and to better ad content recall. The rational advertising message results in significantly more positive attitudes, in a higher purchase intention, and in better ad content recall. The attitude towards an emotional ad and ad content recall are significantly more positive in a positive context. Purchase intention and content recall as a result of rational ads are higher in a negative context.