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The Impact of Rational, Emotional, And Physiological Advertising Images On Purchase Intention

How TV Ads Influence Brand Memory

Charles Young, Brian Gillespie, Christian Otto
DOI: 10.2501/JAR-2019-010 Published 1 September 2019
Charles Young
Ameritest,
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  • For correspondence: chuck@ameritest.com
Brian Gillespie
University of New Mexico,
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  • For correspondence: briangillespie@unm.edu
Christian Otto
Ameritest,
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  • For correspondence: christian@ameritest.com
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ABSTRACT

Academic theory and practitioner-performance metrics both focus on consumer recall and recognition of advertising content. A collaborative effort between academics and advertising practitioners, the current research considers advertising aligned with rational, emotional, and physiological appeals. The study employed a dataset representing 59,000 consumer interviews collected nationally on 590 television commercials that aired for the top 16 quick-service restaurant brands in the United States between 2008 and 2009. A moment-by-moment visual-recognition memory test developed, validated, and implemented by industry professionals demonstrates that compared with rational visual appeals, emotional, and physiological appeals more likely are related to consumer purchase intention. Implications stress the importance of understanding how advertising content influences brand memory and offer further insights into both theory and practice.

  • Received May 11, 2016.
  • Received (in revised form) May 25, 2018.
  • Accepted June 25, 2018.
  • Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 3

Journal of Advertising Research: 59 (3)
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The Impact of Rational, Emotional, And Physiological Advertising Images On Purchase Intention
Charles Young, Brian Gillespie, Christian Otto
Journal of Advertising Research Sep 2019, 59 (3) 329-341; DOI: 10.2501/JAR-2019-010

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The Impact of Rational, Emotional, And Physiological Advertising Images On Purchase Intention
Charles Young, Brian Gillespie, Christian Otto
Journal of Advertising Research Sep 2019, 59 (3) 329-341; DOI: 10.2501/JAR-2019-010
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