Effectiveness of different persuasive appeals on consumers

• Main Authors: Ang, Candace Li Ling, Lim, Huei Min, Tan, Judy Shu Hui
• Other Authors: Wong, Irene Foong Heng
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/10371
• Institution: Nanyang Technological University

This study investigates the effectiveness of using different persuasive appeals in a lipstick print ad. The different kinds of persuasive appeals studied include rational appeal, emotional appeal and a combination of both appeals. The effectiveness of the appeals depends on a variety of product- and...