Exploring the Relative Effectiveness of Emotional, Rational, and Combination Advertising Appeals on Sport Consumer Behavior

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This article examines the relative effectiveness of emotional advertising over rational advertising and combination advertising on sport consumer behavior.

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11 p.

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Lee, Seunghwan & Heere, Bob 2018.

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This article is part of the collection entitled: UNT Scholarly Works and was provided by UNT College of Business to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 75 times , with 17 in the last month . More information about this article can be viewed below.

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  • © 2018, West Virginia University

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This article examines the relative effectiveness of emotional advertising over rational advertising and combination advertising on sport consumer behavior.

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11 p.

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Abstract: The purpose of this study was to empirically examine the relative effectiveness of emotional advertising over rational advertising and combination advertising on sport consumer behavior. To achieve this purpose, a
2 (emotion) × 2 (cognition) incomplete factorial design was employed with three experimental conditions
(emotional, rational, and combination ad). A total of 324 participants with 108 participants in each of the
three advertisements were recruited from a large public university in the United States. To test the relative
effectiveness of the three advertising appeals on consumer behavior, multiple ANCOVAs with three experimental
conditions (emotional ad: high emotion/low cognition vs. rational ad: low emotion/high cognition
vs. combination ad: high emotion/high cognition) were conducted for the four dependent variables: attitudes
toward the ads, brand attitudes, purchase intention, and merchandise consumption. Fanship was included as
a covariate in order to control for a pre-existing characteristic that affects sport consumer behavior. The results
suggested that emotional advertising led to a higher attitude toward the ad, brand attitude, purchase intention,
and merchandise consumption than both rational and combination advertising. It was also revealed
that combination advertising led to a higher attitude toward the ad than rational advertising. The findings
will provide a deeper understanding of how to develop and design sport advertising as a vital component of
overall marketing mix.

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  • Sport Marketing Quarterly, 2018. Morgantown, WV: FiT Publishing

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  • Publication Title: Sport Marketing Quarterly
  • Volume: 27
  • Issue: 2
  • Page Start: 82
  • Page End: 92
  • Peer Reviewed: Yes

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UNT Scholarly Works

Materials from the UNT community's research, creative, and scholarly activities and UNT's Open Access Repository. Access to some items in this collection may be restricted.

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  • 2018

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  • Sept. 24, 2018, 1:56 p.m.

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Lee, Seunghwan & Heere, Bob. Exploring the Relative Effectiveness of Emotional, Rational, and Combination Advertising Appeals on Sport Consumer Behavior, article, 2018; Morgantown, West Virginia. (digital.library.unt.edu/ark:/67531/metadc1248364/: accessed January 20, 2019), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT College of Business.