A study on effect of negative emotional appeals on cognitive message processing style of Indian house wives with specific focus on FMCG product's television advertisements Prof. Jayswal Mitesh*, Associate Professor, Ms. Shah Kruti**, Research Executive *S.V. Institute of Management, Kadi, Gujarat ** Labh Group of Companies, Ahmedabad Online published on 13 March, 2012. Abstract Advertisements are used to create an image and/or symbolic appeal for a company's product or service brand. Different appeals help to enhance effectiveness of advertisements that evokes some emotional reaction in viewer's mind. Advertisers often believe that positive emotional message directly stimulates the customer toward the use of the brand while negative emotional message will give the same result by an alternate route. It is often discussed that up to what extent this negative emotional message are stimulating the customers to buy a brand. Even though it works, its effect is always questioned on the basis of nature of customer and the type of product category for which it has been used. This paper tries to measure the effect of some selected FMCG product's television advertisements with commonly used negative emotional appeals on cognitive message processing style of Indian house wives. Top Keywords Advertising appeals, Cognitive Message Processing styles. Top |
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