• Emotional appeal should be used more frequently than informational appeal, because it is more effective in four of the five persuasion objectives, with the exception of integration into the evoked set.
  • Emotional appeal also is very effective when an advertisement's objectives are to create awareness and brand liking among a target audience, irrespective of gender.
  • Against generally accepted belief, emotional appeal exerts a stronger impact on male than on female target groups across the five decision phases.
  • When an advertiser is addressing a relatively younger audience, emotional appeal has a stronger effect than informational appeal, especially in the early stages of the persuasion process.
  • As a marketer starts dealing with more mature target audiences, informational appeal should be preferred over emotional appeal, especially if the marketer's objectives are to induce information search intention, move the brand into the evoked set, or influence consumer purchase intention.