IDEAS home Printed from https://ideas.repec.org/a/spr/fobric/v11y2017i1d10.1186_s11782-017-0016-4.html
   My bibliography  Save this article

Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior

Author

Listed:
  • Salman Majeed

    (Fuzhou University)

  • Changbao Lu

    (Fuzhou University)

  • Muhammad Usman

    (University of the Punjab
    Nippon Paint Pakistan (Private) Limited)

Abstract

A wide difference of opinion exists about the content and composition of emotions. Advertising may influence an audience and their buying decisions about products and services. The objective of this study is to better conceptualize how women emotionally respond to emotional advertisements (EAs). The variant views are integrated into an ACE model, composed of subordinate levels of emotions (E), celebrity endorsements (C), and appeal drivers (A). This empirical study examines women’s emotional response using data from 240 Chinese women respondents. The study participants were invited to develop ACE mix based advertisements and fill out questionnaires. PLS-SEM analysis, a novel approach in ACE advertisement development and its applicability to consumer behavior, was used. The results show that showbiz celebrities expressing the emotion of happiness with music and color make the most effective ACE mix to influence the consumption behavior of women. The results are significantly mediated by attention levels and are widely applicable in the burgeoning advertising industry. The study also calls for further research with different ACE mixes in different contexts and on different audiences. It also opens doors for policy making and an appropriate understanding of women’s consumption behavior in the Chinese context.

Suggested Citation

  • Salman Majeed & Changbao Lu & Muhammad Usman, 2017. "Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior," Frontiers of Business Research in China, Springer, vol. 11(1), pages 1-25, December.
    • Handle: RePEc:spr:fobric:v:11:y:2017:i:1:d:10.1186_s11782-017-0016-4
    DOI: 10.1186/s11782-017-0016-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1186/s11782-017-0016-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1186/s11782-017-0016-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ghulam Shabbir Khan & Burhan Ali Shah & Ahmed Imran Hunjra, 2012. "Effective Advertising and its Influence on Consumer Buying Behavior," Information Management and Business Review, AMH International, vol. 4(3), pages 114-119.
    2. Robert J. Fisher & Laurette Dub, 2005. "Gender Differences in Responses to Emotional Advertising: A Social Desirability Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 850-858, March.
    3. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    4. Matthes, Jörg & Wonneberger, Anke & Schmuck, Desirée, 2014. "Consumers' green involvement and the persuasive effects of emotional versus functional ads," Journal of Business Research, Elsevier, vol. 67(9), pages 1885-1893.
    5. Maw–Der Foo, 2011. "Emotions and Entrepreneurial Opportunity Evaluation," Entrepreneurship Theory and Practice, , vol. 35(2), pages 375-393, March.
    6. Zhou, Lianxi & Whitla, Paul, 2013. "How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation," Journal of Business Research, Elsevier, vol. 66(8), pages 1013-1020.
    7. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    8. Agnès Nairn & Robert Heath & David Brandt, 2006. "Brand relationships: strengthened by emotion, weakened by attention," Post-Print hal-02311769, HAL.
    9. Bush, Alan J. & Martin, Craig A. & Bush, Victoria D., 2004. "Sports Celebrity Influence on the Behavioral Intentions of Generation Y," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 108-118, March.
    10. Ali, Murad & Park, Kichan, 2016. "The mediating role of an innovative culture in the relationship between absorptive capacity and technical and non-technical innovation," Journal of Business Research, Elsevier, vol. 69(5), pages 1669-1675.
    11. Roozen, Irene & Claeys, Christel, 2009. "Do Emotional Appeal and Media-context Influence the Effectiveness of TV Commercials for Profit and Non-profit Brands?," Working Papers 2009/39, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
    12. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Salman Majeed & Zhimin Zhou & Haywantee Ramkissoon, 2020. "Beauty and Elegance: Value Co-Creation in Cosmetic Surgery Tourism," SAGE Open, , vol. 10(2), pages 21582440209, June.
    2. Salman Majeed & Changbao Lu & Mahwash Majeed & Muahmmad Naeem Shahid, 2018. "Health Resorts and Multi-Textured Perceptions of International Health Tourists," Sustainability, MDPI, vol. 10(4), pages 1-26, April.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ramendra Pratap Singh & Neelotpaul Banerjee, 2018. "Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention," Global Business Review, International Management Institute, vol. 19(6), pages 1622-1639, December.
    2. Hussain, Shahzeb & Melewar, T.C. & Priporas, Constantinos-Vasilios & Foroudi, Pantea & Dennis, Charles, 2020. "Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility," Journal of Business Research, Elsevier, vol. 109(C), pages 472-488.
    3. Rizzi, Francesco & Gigliotti, Marina & Runfola, Andrea & Ferrucci, Luca, 2022. "Don't miss the boat when consumers are in-store! Exploring the use of point-of-purchase displays to promote green and non-green products," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Lazăr Laura, 2020. "Gender Influence on the Perception of Celebrity Endorsement," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 30(2), pages 13-23, June.
    5. Lee, Joon Sung & Kwak, Dae Hee, 2017. "Can winning take care of everything? A longitudinal assessment of post-transgression actions on repairing trust in an athlete endorser," Sport Management Review, Elsevier, vol. 20(3), pages 261-272.
    6. Daniel Högele & Sascha L. Schmidt & Benno Torgler, 2012. "The Influence of Superstars on Organizational Identification of External Stakeholders: Empirical Findings from Professional Soccer," CREMA Working Paper Series 2012-18, Center for Research in Economics, Management and the Arts (CREMA).
    7. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).
    8. Dwivedi, Abhishek & Johnson, Lester W., 2013. "Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context," Australasian marketing journal, Elsevier, vol. 21(1), pages 36-42.
    9. Maria Teresa Cuomo & Pantea Foroudi & Debora Tortora & Shahzeb Hussain & T.C. Melewar, 2019. "Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption," Sustainability, MDPI, vol. 11(23), pages 1-21, November.
    10. Muhammad Raza, Normalisa Md Isa, Shamsul Huda Bt Abd Rani, 2019. "Effect of Celebrity-Endorsed Advertisement and Entrepreneurial Marketing on Purchase Behavior of Smartphone Consumers in Pakistan," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 6(1), pages 15-29, March.
    11. Albert, Noël & Ambroise, Laure & Valette-Florence, Pierre, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Journal of Business Research, Elsevier, vol. 81(C), pages 96-106.
    12. Lamont, Matthew & Hing, Nerilee & Vitartas, Peter, 2016. "Affective response to gambling promotions during televised sport: A qualitative analysis," Sport Management Review, Elsevier, vol. 19(3), pages 319-331.
    13. Corina Pelau & Puiu Nistoreanu & Laura Lazar & Ruxandra Badescu, 2022. "Celebrity vs. Product: A Neuroscientific Approach to the Distractors in Food Advertising for Sustainable Marketing," Sustainability, MDPI, vol. 14(19), pages 1-15, October.
    14. Nilesh Arora & Sanjeev Prashar & Chandan Parsad & Sai Vijay Tata, 2019. "Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 46(3), pages 179-195, September.
    15. Han-Kuang Tien, 2017. "How Much Should Managers Pay for Celebrity Endorsements?," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(2), pages 68-77, April.
    16. In-Hye Kang & Taehoon Park, 2022. "Cultural Differences in Consumer Responses to Celebrities Acting Immorally: A Comparison of the United States and South Korea," Journal of Business Ethics, Springer, vol. 180(1), pages 373-389, September.
    17. Yogesh Upadhyay & S. K. Singh, 2010. "When Sports Celebrity Doesn'T Perfrom: How Consumers React to Celebrity Endorsement?," Vision, , vol. 14(1-2), pages 67-78, January.
    18. Zhang, Jing & Yun, Jin Ho & Lee, Eun-Ju, 2021. "Brain buzz for Facebook? Neural indicators of SNS content engagement," Journal of Business Research, Elsevier, vol. 130(C), pages 444-452.
    19. Opris Adriana & Pelau Corina & Lazar Laura, 2020. "The role of celebrities for the image of endorsed products," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 838-846, July.
    20. Adjnu Damar Ladkoo & Fatmah Bibi Amina Ismael, 2018. "The Impact of Celebrity Endorsement on Brand Knowledge: A Comparative Study in Mauritius," Business and Economic Research, Macrothink Institute, vol. 8(2), pages 85-114, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:fobric:v:11:y:2017:i:1:d:10.1186_s11782-017-0016-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.