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The effectiveness of threat appeals in commercial advertising : the moderating impact of product type

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Abstract
In this experimental study the effectiveness of threat appeals in commercial advertisements on attitude toward the ad and purchase intention was tested. In addition hedonic and utilitarian products were compared to test the moderating impact of product type on threat appeal effectiveness. The results of the experiment showed that the ad with the threat appeal caused a significantly higher attitude toward the ad and purchase intention than an identical ad, but without the threat appeal. These effects were mediated by attention toward the ad and moderated by product type. A threat appeal is more effective than no threat appeal because it increases attention toward the ad. The positive effect of a threat appeal was stronger for the utilitarian product than for the hedonic product.
Keywords
purchase intention, elaboration of the message, attitude toward the ad, hedonic product, utilitarian product, product type, commercial advertisement, negative emotion, threat appeal effectiveness, attention

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MLA
D’Hooge, Serena, et al. “The Effectiveness of Threat Appeals in Commercial Advertising : The Moderating Impact of Product Type.” Etmaal van de Communicatiewetenschappen 2015, Proceedings, 2015.
APA
D’Hooge, S., Hudders, L., Cauberghe, V., & De Cauwer, C. (2015). The effectiveness of threat appeals in commercial advertising : the moderating impact of product type. Etmaal van de Communicatiewetenschappen 2015, Proceedings. Presented at the Etmaal van de Communicatiewetenschap 2015, Antwerpen, België.
Chicago author-date
D’Hooge, Serena, Liselot Hudders, Veroline Cauberghe, and Carline De Cauwer. 2015. “The Effectiveness of Threat Appeals in Commercial Advertising : The Moderating Impact of Product Type.” In Etmaal van de Communicatiewetenschappen 2015, Proceedings.
Chicago author-date (all authors)
D’Hooge, Serena, Liselot Hudders, Veroline Cauberghe, and Carline De Cauwer. 2015. “The Effectiveness of Threat Appeals in Commercial Advertising : The Moderating Impact of Product Type.” In Etmaal van de Communicatiewetenschappen 2015, Proceedings.
Vancouver
1.
D’Hooge S, Hudders L, Cauberghe V, De Cauwer C. The effectiveness of threat appeals in commercial advertising : the moderating impact of product type. In: Etmaal van de communicatiewetenschappen 2015, Proceedings. 2015.
IEEE
[1]
S. D’Hooge, L. Hudders, V. Cauberghe, and C. De Cauwer, “The effectiveness of threat appeals in commercial advertising : the moderating impact of product type,” in Etmaal van de communicatiewetenschappen 2015, Proceedings, Antwerpen, België, 2015.
@inproceedings{5819423,
  abstract     = {{In this experimental study the effectiveness of threat appeals in commercial advertisements on attitude toward the ad and purchase intention was tested.  In addition hedonic and utilitarian products  were  compared  to  test  the  moderating  impact  of  product  type  on threat  appeal effectiveness. The results of the experiment showed that the ad with the threat appeal caused a significantly  higher  attitude  toward  the  ad  and  purchase  intention  than  an  identical  ad,  but without  the  threat  appeal.  These  effects  were  mediated  by attention  toward  the  ad  and moderated by product type.  A threat appeal is more effective than no threat appeal because it increases attention  toward the ad.  The positive  effect  of a threat appeal was stronger for  the utilitarian product than for the hedonic product.}},
  author       = {{D'Hooge, Serena and Hudders, Liselot and Cauberghe, Veroline and De Cauwer, Carline}},
  booktitle    = {{Etmaal van de communicatiewetenschappen 2015, Proceedings}},
  keywords     = {{purchase intention,elaboration of the message,attitude toward the ad,hedonic product,utilitarian product,product type,commercial advertisement,negative emotion,threat appeal effectiveness,attention}},
  language     = {{eng}},
  location     = {{Antwerpen, België}},
  pages        = {{9}},
  title        = {{The effectiveness of threat appeals in commercial advertising : the moderating impact of product type}},
  url          = {{https://nefca.eu/wp-content/uploads/2019/02/Overview_2015.pdf}},
  year         = {{2015}},
}