The Power of Emotional Appeals in Advertising: The Influence of Concrete Versus Abstract Affect On Time-Dependent Decisions
Ogilvy & Mather
University of Pennsylvania, Wharton SchoolINTRODUCTION
There is a school of thought that typically treats affect as more influential on important decisions and considers it at higher level than reason (Trope and Liberman, 2003). In this school of thought, a relationship between a brand and a consumer—established on an affective connection—often is treated as a strong relationship and the basis of long-term consumer loyalty (Heath, Brandt, and Nairn, 2006).
For instance, The Procter and Gamble Company...