The Power of Emotional Appeals in Advertising: The Influence of Concrete Versus Abstract Affect On Time-Dependent Decisions

Cenk Bülbül and Geeta Menon

In this article, the authors explore the role of affective appeals in advertising on time-dependent decisions—that is, decisions for the short term versus the long term.

The Power of Emotional Appeals in Advertising: The Influence of Concrete Versus Abstract Affect On Time-Dependent Decisions

Cenk Bülbül

Ogilvy & Mather

Geeta Menon

University of Pennsylvania, Wharton School

INTRODUCTION

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...

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