RT Journal Article
SR Electronic
T1 The Power of Emotional Appeals in Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 169
OP 180
DO 10.2501/S0021849910091336
VO 50
IS 2
A1 Cenk Bülbül
A1 Geeta Menon
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/2/169.abstract
AB In this article, the authors explore the role of affective appeals in advertising on time-dependent decisions—that is, decisions for the short term versus the long term. They introduce the distinction between abstract and concrete affect and, in two experiments, show that concrete affective appeals drive behavioral intentions more strongly in the short-term perspective, whereas abstract affective appeals appear to drive behavioral intentions more strongly in the longer-term perspective. Their findings help extend our thinking on the role of emotional appeals in advertising as they also introduce a new distinction in such appeals: “concrete versus abstract affect.” The authors provide examples and illustrations for concrete and abstract affect and discuss the implications of their finding.