Logical Appeal In Advertising
2- Communicate more with others.
3- Are more open-minded than others.
4- Enjoy deliberate intellectual activities.
5- Identify more deliberate causal links for others ' behavior.
6- Pay more attention to prices on their purchasing decisions.
7- Prefer written information to visual information.
8- Rarely influenced by others ' opinions (experts) (Del Hawkins et al., 2009).
Prior to 1990, papers were examined as advertising effectiveness in a direct link between advertising and sales (Kim et al., 2011). However, many factors have been considered in research on advertising effectiveness, over time. For example, the interaction between individual differences in the intensity of emotion and …show more content…
There is an agreement in investigations that the type of appeal must be consistent with the type of the product for maximum effectiveness so that the logical appeal is more effective for a useful product in practice, and emotional appeal is appropriate for experimental products or those confirms a value. Although this theory of adaptation seems logical, but creating the effectiveness of these two strategies has shown ambiguous results in the general literature of advertising. Sharitt (1990 to 1992) conducted a number of empirical studies on the advertising that supported this theory. He tested appeals that represent value and applied usefulness on two products. Results showed that in all cases, appeals that were consistent with the type of product had more effectiveness (Mortimer, …show more content…
The statistical population of this research is the students of the faculty of Social Sciences at the University of Semnan. According to Morgan table, 135 people were intended as the statistical sample and 133 inventories were analyzed. 3 inventories were used for data collection that only the logical advertising appeal inventory was researcher-made. Developed scales were used in researches for cognitive processing style and advertising effectiveness.
Advertising effectiveness structure is composed of three concepts. The aspect of attitudes toward advertising by has been measured by (Coulter and Punj, 1999; Lafferty and Goldsmith, 1999; MacKenzie and Luzt, 1989). The aspect of attitudes toward the brand has been examined by (Batra and Stayman, 1990; Krishnamurthy and Sujan, 1999; Pham, 1996). The aspect of purchase intention has been evaluated by Zhang and Buda (1999). This scale is generally composed of nine questions. The need for cognition scale is used for the cognitive information processing style, which has been measured by Kaciopa and Petty (1984). It has 18 questions and its reliability in research is (α =