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.
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