Predispositions and the Comparative Effectiveness of Rational,Emotional and Discrepant Appeals for Both High Involvement and Low Involvement Products

Abstract

Advertising effectiveness is often measured by its ability to impact attitudes and purchase intentions among those positively predisposed and negatively predisposed toward the brand. As a consequence, selecting the appropriate appeal is crucial. Information processing theory suggests that the choice should reflect both consumers'predispositions and their level of involvement. The espoused theories together with prior empirical evidence promoted six sets of hypotheses relating to the comparative effectiveness of rational, emotional, and discrepant appeals. The respective appeals were administered to positively predisposed and negatively predisposed subjects for both high involvement and low involvement products. A MANOVA analysis of the data from a 3 x 2 x 2 within-subjects experimental design revealed significant main effect differences in terms of both predisposition and type of appeal.