Effectiveness of different persuasive appeals on consumers

• المؤلفون الرئيسيون: Ang, Candace Li Ling, Lim, Huei Min, Tan, Judy Shu Hui
• مؤلفون آخرون: Wong, Irene Foong Heng
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/10371
• المؤسسة: 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...