Open Journal of Social Sciences

Volume 8, Issue 3 (March 2020)

ISSN Print: 2327-5952   ISSN Online: 2327-5960

Google-based Impact Factor: 0.73  Citations  

When and Why Negative Emotional Appeals Work in Advertising: A Review of Research

HTML  XML Download Download as PDF (Size: 286KB)  PP. 7-16  
DOI: 10.4236/jss.2020.83002    6,901 Downloads   20,682 Views  Citations
Author(s)

ABSTRACT

This paper reviews theoretical and empirical evidence relating to the effectiveness of negative emotional advertising appeals in marketing. Through the review of research, it figures out when and why negative emotional appeals work in advertising. According to the research, the common negative emotions in advertisements are fear, guilt, sadness and anger. And the Elaboration Likelihood Model, Self-brand Connection Theory, Cognitive Dissonance Theory and so on are regarded as main explaining mechanisms of the effect. Further, the influence factors of the negative emotional appeals’ effect are summarized, too. Finally, this paper presents the possible ideas in future research.

Share and Cite:

Zheng, M. (2020) When and Why Negative Emotional Appeals Work in Advertising: A Review of Research. Open Journal of Social Sciences, 8, 7-16. doi: 10.4236/jss.2020.83002.

Cited by

[1] Nurtured and sorrowful: Positive and negative emotional appeals in early COVID-19 themed brand communications
Bianchi - Communication & Society, 2023
[2] Feeling Guilty: Testing the Effectiveness of Guilt and Shame Appeals in Motivating Trans-Inclusive Behavioral Change Among College Students
2022
[3] National, Regional, Emotional. Research into the effect of using a standardised language or a regional language on its perceived emotional intensity and its effect in …
2022
[4] Gender Roles in Super Bowl Commercials: A Qualitative Longitudinal Content Analysis From 2013-2022
2022
[5] How sadness in narrative advertising influences brand attitude and purchase intention of audiences
2022
[6] Affective and cognitive factors that hinder the banking relationships of economically vulnerable consumers
González, B Fernandez-Olit… - International Journal of …, 2022
[7] ADV at the Time of COVID-19 Brain Effect between Emotional Engagement and Purchase Intention
Brain Sciences, 2022
[8] Consumers in the face of COVID-related Adv: threat or boost effect?
Frontiers in Psychology, 2022
[9] Who Donates on Line? Segmentation Analysis and Marketing Strategies Based on Machine Learning for Online Charitable Donations in Taiwan
2021
[10] What are the underlying elements used in ads shown during Super Bowl?
2021
[11] The impact of persuasive appeals in bilingual language use on social advertising to reduce meat consumption: A study of Dutch (first language) and English (second …
2021
[12] The Effectiveness and Perceived Emotionality of Meat Reduction Advertising Appeals in Bilinguals.
2021
[13] The Model of Emotional Appeals Application for the Advertising of Personal Goods
Management of Organizations: Systematic …, 2021
[14] Nurtured and sorrowful: Positive and negative emotional appeals in COVID-19 themed brand communications
2020
[15] Emocinių reklamos kreipinių naudojimo modelis asmeninio naudojimo prekių reklamai
2020
[16] رابطه ویژگی‌های پیام بر مزاحمت ادراک‌شده از تبلیغات هم‏ سان و تحلیل پیامدهای آن در فضای وب‎
بررسی‌های مدیریت رسانه, 2000
[17] Uso de apelaciones emocionales en la publicidad estatal: percepciones de los estudiantes de medicina
[18] REKLAMLARDA KORKU VE TİKSİNTİ ÇEKİCİLİĞİNİN KULLANIMI: REXONA “SARI LEKELERE SON” REKLAM FİLM ANALİZİ THE USE OF FEAR AND …

Journals Menu
Follow SCIRP
Contact us
+1 323-425-8868
customer@scirp.org
WhatsApp +86 18163351462(WhatsApp)
Click here to send a message to me 1655362766
Paper Publishing WeChat

Copyright © 2024 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.