Management and Sustainable Development Journal
Vol 1 No 1 (2019): Management and Sustainable Development Journal

RATIONAL APPEAL VS EMOTIONAL APPEAL IN FORMING CONSUMER’S INTEREST THROUGH ADVERTISEMENT

Pramatatya Resindra Widya (Shanti Bhuana College of Management)

Article Info

Publish Date
15 Apr 2019

Abstract

The aim of this study is to examine the impact of emotional appeal advertisement in television and rational appeal advertisement in magazine to customer’s purchase intention. Data were collected using purposive sampling for 100 people and analyzed using multiple regressions. The finding of research is that emotional-appeal advertising in television has less impact on customer’s purchase intention because of switching behavior during commercial break. While the rational appeal advertisement has significant impact on customer’s purchase intention because they have enough time to think and analyze the information in the advertisement.

Copyrights © 2019




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Management and Sustainable Development Journal
Website

Abbrev

msd

Publisher

Institut Shanti Bhuana

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Description

Management and Sustainable Development Journal ( e-ISSN : 2657-2036 p-ISSN : 2684-6802 ) is dedicated to disseminating and exploring the latest issues of management, business, economics, accounting and sustainable development. It is a peer-reviewed journal published twice a year in April and ...