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
INTRODUCTIONThere is a school of thought that typically...