The impact of rational, emotional, and physiological advertising images on purchase intention: How TV ads influence brand memory

Charles Young, Brian Gillespie, and Christian Otto

Academic theory and practitioner-performance metrics both focus on consumer recall and recognition of advertising content.

MANAGEMENT SLANT

  • Visual advertising appeals affect consumers’ future purchase intention.
  • Images associated with emotional and physiological appeals lead to greater consumer purchase intention; images associated with rational appeals do not.
  • Higher levels...

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