Should Advertising Appeals Match the Basis of Consumer's Attitudes?

Advertising planning models, such as the FCB Grid, suggest that for products/brands for which attitudes are based primarily on affect, advertisers would be best served by using affective appeals.

Should Advertising Appeals Match the Basis of Consumer's Attitudes?

Laurette Dube, Amitava Chattopadhyay and Anick Letarte

Over the past decade, a considerable amount of advertising research has suggested that attitudes are based not only on beliefs and attributes, ie, cognition, but also on feelings and emotions, ie, on affect (Batra and Ahtola, 1990; Batra and Ray, 1986; Breckler, 1984; Burke and Edell, 1989; Edell and Burke, 1987; Leclerc, Schmitt, and Dube, 1994; Zanna and Rempel, 1986). Attitudes toward certain products/brands may be predominantly cognitive, eg, attitudes toward cleaning products and analgesics. Attitudes toward other products/brands may...

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