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An Investigation Of Informational Versus Emotional Advertising Appeals During Life Transitions

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  • John Hadjimarcou

Abstract

The traditional family life cycle model explains the consumption behavior of individuals and households during a set of temporal periods in consumers’ lives. Yet, these seemingly distinct periods in one’s life may overlook times at which considerable consumer activity takes place, whether it deals with increasing product awareness, trial, evaluation, and/or purchase. In a study of consumption behavior issues related to primary life changes or transitions, we examined emotional and informational advertising appeals using expectant mothers as our subject population. The findings suggest that expectant mothers view informational appeals more favorably than emotional appeals. Implications of the study’s results for researchers and practitioners are provided

Suggested Citation

  • John Hadjimarcou, 2012. "An Investigation Of Informational Versus Emotional Advertising Appeals During Life Transitions," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(1), pages 55-65.
    • Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:1:p:55-65
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    References listed on IDEAS

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    Cited by:

    1. Bettany, Shona M. & Kerrane, Ben & Hogg, Margaret K., 2014. "The material-semiotics of fatherhood: The co-emergence of technology and contemporary fatherhood," Journal of Business Research, Elsevier, vol. 67(7), pages 1544-1551.

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    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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