Articlediamond2020

When and Why Negative Emotional Appeals Work in Advertising: A Review of Research

27 citations0/0 files storedOpen Journal of Social Sciences

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

This paper reviews theoretical and empirical evidence relating to the effectiveness of negative emotional advertising appeals in marketing. Through the review of research, it figures out when and why negative emotional appeals work in advertising. According to the research, the common negative emotions in advertisements are fear, guilt, sadness and anger. And the Elaboration Likelihood Model, Self-brand Connection Theory, Cognitive Dissonance Theory and so on are regarded as main explaining mechanisms of the effect. Further, the influence factors of the negative emotional appeals’ effect are summarized, too. Finally, this paper presents the possible ideas in future research.

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References

1986Strategic Brand Concept-Image Management 2005Aging and motivated cognition: the positivity effect in attention and memory 1962Cognitive Dissonance 1991Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal 2009The Face of Need: Facial Emotion Expression on Charity Advertisements 2003Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent 1995Self‐concept and advertising effectiveness: The influence of congruency, conspicuousness, and response mode 1994Conceptualizing Guilt in the Consumer Decision‐making Process

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