Effectiveness of different persuasive appeals on consumers

• Main Authors: Ang, Candace Li Ling, Lim, Huei Min, Tan, Judy Shu Hui
• 其他作者: Wong, Irene Foong Heng
• 格式: Final Year Project
• 出版: 2008
• 主題: DRNTU::Business::Marketing::Consumer behavior
• 在線閱讀: http://hdl.handle.net/10356/10371
• 機構: 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...