Emotional persuasion

Using a wealth of academic sources, Robert Heath, author of The Hidden Power of Advertising, defines two different types of persuasion: rational and emotional.

Emotional persuasion

Robert Heath

This article defines two different types of persuasion: rational and emotional. Rational persuasion, exemplified by performance claims, promotions, offers and the like, acts as an incentive for sales. But it is emotional persuasion that creates relationships and builds strong, successful brands. An important new research system is described – the CEP™ Test – which is able to quantify accurately in advance how well ads will perform on each of these two different types of persuasion.

EHRENBERG'S REINFORCEMENT MODEL

In 1974, Andrew Ehrenberg wrote a controversial paper about how advertising works (1). He rejected the notion that...

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