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The impact of informational and emotional television ad content on online search and sales

Author

Listed:
  • Ivan Guitart

    (EM - EMLyon Business School)

  • Stefan Stremersch

    (Erasmus University Rotterdam, IESE Business school - University of Navarra)

Abstract

This article documents how informational and emotional appeals in more than 2,000 television ads for 144 car models, aired over four years, influence online search and sales. Increasing the emotional content of ads leads to increases in online search, but increasing the informational content does not. Both informational and emotional content positively influence sales. However, increases in informational content lead to more incremental sales for low-price and low-quality cars than for high-price and high-quality cars. In turn, increases in emotional content generate more incremental sales for high-price cars than for low-price cars. Analyses of the results suggest that managers of high-price and high-quality cars should prioritize emotional rather than informational content in ads. However, managers of low-price and low-quality cars should emphasize emotional content if their objective is to increase online search and informational content if their objective is to increase sales.

Suggested Citation

  • Ivan Guitart & Stefan Stremersch, 2021. "The impact of informational and emotional television ad content on online search and sales," Post-Print hal-03193729, HAL.
    • Handle: RePEc:hal:journl:hal-03193729
    DOI: 10.1177/0022243720962505
    Note: View the original document on HAL open archive server: https://hal.science/hal-03193729
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    Cited by:

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    2. Eckert, C. & J. Hohberger (Jan) & Franses, Ph.H.B.F., 2022. "Gaussian Copula Regression in the Presence of Thresholds," Econometric Institute Research Papers 2022-02, Erasmus University Rotterdam, Erasmus School of Economics (ESE), Econometric Institute.
    3. Hervet, Guillaume & Guitart, Ivan A., 2022. "Increasing the effectiveness of display social media ads for startups: The role of different claims and executional characteristics," Journal of Business Research, Elsevier, vol. 153(C), pages 467-478.

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    Keywords

    Advertising content; Advertising effectiveness; automotive industry; online search; purchase funnel; Television advertising;
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