Thesis

AdvertisingAppealandProductAttitude:

EmotionbasedAdvertisingvsArgumentBasedAdvertising

Author:

KallirroiDralliou

427526

Supervisor:

Dr.ZhiyingJiang

ErasmusSchoolofEconomics,ErasmusUniversityRotterdam

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Abstract

Accordingtopreviousresearches(Ruiz&Sicilia,2004)advertisingappealplaysasignificantroleinconsumerlearning.Advertisingappealcanbecomemoreeffectivewhenmatchesconsumer’sinformationprocessingstyle.Despitethenumerousresearchesconductedonthesubject,mostofthemdonottakeintoconsideration,thecognitivecharacteristicsofconsumersandtheireffectonthedifferenttypeofresponsesgeneratedbydifferentadvertisingappealtypes.Takingthisintoaccount,theNeedforCognitionmodelhasbeenusedinthetheoreticalmodelofthissurvey.

Duringthissurvey,respondentshadtowatchtwoadsthatuseddifferentadvertisingappealandratetheproductviewed.BasedontheSPSSresults,advertisingcanaffectconsumer’sproductattitude.Thetwodifferentadvertisingappealsshowasignificantdifferenceandcangenerateddifferent product attitude. Different advertising appeals generated emotional and cognitiveresponses that have amediating effect on product attitude. However, in this case Need forCognitiondidn’tseemtohaveaneffectonproductattitude.Asaconclusion,itcanbesaidthatemotionbasedadvertisinghaveastrongeffectonproductattitude,although inthiscasetheeffectwasnegative.

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Contents

Abstract 2

1Introduction 5

1.1ConsumerlearningandAdvertising 5

1.2CognitivevsEmotionalResponses 6

1.3AdvertisingandPersonality 6

1.4Motivation 7

1.5Methodology 7

1.6Paperlayout 7

2LiteratureReview 8

2.1Introduction 8

2.2 ElaborationLikelihoodModel 8

2.3 NeedforCognition 11

3ConceptualFramework 12

3.1TypeofResponses 13

3.2NeedforCognition 13

3.3Variables 15

4ResearchDesign&Method 17

4.1ExperimentalDesign 17

4.2Stimuli 18

4.3PilotTest 18

4.4Procedure 19

4.5Samplingprocedure 20

4.6MeasurementsofVariables 21

5DataCleaning 22

5.1Demographics 22

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5.2Descriptivestatistics 22

5.3Needforcognition 23

6Results 24

6.1Pairedsampletest 24

6.2AdappealandResponseType 25

6.3Adappealonemotionalresponse 25

6.4AdappealonCognitiveResponse 25

6.5NeedforCognition 26

6.6EffectofNFConproductattitude(EmotionalbasedAdvertisement) 26

6.7EffectofNFConproductattitude(ArgumentbasedAdvertisement) 27

6.9AdappealandNFConEmotionalResponse 28

7ProductAttitudeandResponseType 29

7.1ProductattitudeandEmotionalResponse 29

7.2ProductattitudeandCognitiveResponse 29

7.3Productattitudeandadvertisementappeal 32

7.4Testofmediatingeffect 32

8Conclusion 34

8.1AdappealonResponseTypes 34

8.2NeedforcognitiononResponseTypes 34

8.3BrandAttitude 35

9Discussion 36

9.1Application 36

9.2LimitationsandFutureResearch 36

10References 38

11AppendixI 40

12AppendixII 42

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1Introduction

Oneofthebiggestchallengesforamarketeristounderstandwhatconsumersthinkandwhytheyactoncertainways.Onetheoryisthatthemosteffectivewaytocreateasuccessfulproductistocreatethe‘wow’effecttoconsumers.

Butinordertocreatethisexceptionalproductorevencreatethebeliefthattheproductisgreat,marketersneedtounderstandconsumersandhowconsumerslearnandhowtheyprocesstheinformationacompanydeliverstothem.Tobesuccessful,itiscrucialthatacompanysharestheappropriateinformationtothecorrecttargetaudience.

1.1ConsumerlearningandAdvertisingAppeal

Consumer learning is the process through which customers obtain information about theexperience of the consumption of a product or a service. This knowledgewould be used bycompaniesas indicatorsforfuturepurchases.Consumerscanobtainthis informationthroughdifferentchannelssuchasadvertising,experience,sociallearningetc.However,thisresearchwillfocuson advertising as it is oneof themost important contributors that affect brandequity(Aaker&Biel1993)andtheattitudetowardsanadvertisementcanaffect theattitudeof theconsumertowardstheproductandthebrand(Gardner1985).

Advertisingplaysaveryimportantroleinthemoderncompetitivebusinessenvironment:Thepreviousdecadescompaniesfocusedonpricecompetitioninordertoincreasetheirsales,afactthatreducedbrandloyalty(Aaker&Biel1993)andgeneratedsacrificesonquality.Ithasbecomeacommonphenomenon,consumerstobuyaproductjustbecauseofapromotionwithoutbeingengagedtoacertainbrand.Asaresult,nowadaysmoreandmorecompaniestrytobuildastrongbrand equity and one of the channels they use is advertising. As nowadays advertising isbecomingmoreandmorecustomized it iscrucial forcompaniestotargetdifferentconsumergroupswiththeadvertisementwhichismoresuitabletothem.

As a result, different ad types can lead to different responses from people with differentpersonalities.Therefore,inthisstudy,themainfocuswillbeonthetwodifferentadtypesthatcanaffecttheproductattitude.

AdvertisingTypes:

• Emotionalbasedads:Adsthataimatprovokingemotions(happiness,fun,loveetc.)totheviewersinordertoinvolvethemintheprocessofconsumerlearning.

• Argumentbasedads.Adsthatusedataandthefunctionalcharacteristicsofaproductinordertomakeconsumersawareofit.

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Oneofthebiggestchallengesforamarketeristounderstandwhatconsumersthinkandwhytheyactonacertainway.Oneofthefirstthingsthatstaughtinmarketingclassesisthatthemosteffectivewaytocreateasuccessfulproductistocreatethe‘wow’effecttoconsumers.

Butinordertocreatethisexceptionalproductorevencreatethebeliefthattheproductisgreat,marketersneedtounderstandconsumersandhowconsumerslearnandhowtheyprocesstheinformationacompanyshareswith them. Inorder tobesuccessful iscrucial thatacompanysharestheappropriateinformationtothecorrecttargetaudience.

1.2CognitiveResponsesvsEmotionalResponses

Asmentionedaboveeach individualhas itsownwayof learningandprocessing information.Whenconsumerswatchanadvertisement,theyreceiveinformationthattheylaterevaluate.Thewaypeopleevaluatetheinformationtheyreceivefromdifferenttypeofadvertisementsdiffers,duetodiversepersonalitiesamongconsumers.Anumberofpeoplerespondspositivelytoanadvertisement that offers a lot of technical information about the functional features of theproductwhereasothercustomersaremoreattractedfromadsthataddresstotheiremotions.Actually,theresponsethatanadcreatestotheviewerandnotthecontentoftheaditselfiswhatmediatestheacceptanceofthead(Wright1973).

The first process through which customers obtain information while watching an ad is thecognitive process. Cognitive learning process is complex and includes all consumer mentalactivities.Throughthisprocesstheconsumersobtaininformationaboutaproduct(e.g.thebrandname, theusage, thebenefits it generates to itsuseretc.) that is going tobe stored in theirmemoryandwillbeusedinafuturedecisionmaking(Batkoska&Koseska2012).

TheCognitiveProcessrepresentsonlyoneofthetwowaysthatcustomersproceedinformation.Thathappensduetothefactthatindividualsalsodifferinthewaytheyprocessemotionalstimuli.Whendifferentpersonalities areexposed toequal levelsofemotional stimuli, someof themrespondwithhighlevelsofemotionalintensitywhileothersrespondwithlowlevels(Larsen&Diener1987).

1.3AdvertisingandPersonality

Differentpersonalitycharacteristicscaninfluencethewayconsumersprocessinformationduringtheconsumerlearningprocess.InthisinvestigationNeedforCognition(NFC)willbeused.

NFChastwolevels:HighNFCandLowNFC.IndividualswithhighNFCarepeoplethattendtoprefertothinkmorewhenitcomestoprocessinganinformation.Therefore,theseconsumersshowahigherlevelofappealtoadsthatengagethemintothinkingandtheytendtoobservemorewhengettinginformationaboutaconsumption(RuizdeMaya&Sicilia2004).Ontheotherhand,peoplewith lowNFCexperience theiremotionsmore intensivelywhenexposed to the

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emotionalstimuli,needlowerlevelofcognitionandtendtobemoreaffectedbyadsthatcangenerateemotions.

1.4Motivation

Takingintoconsiderationalltheabovethepurposeofthisanalysisistotrytofindoutifdifferentadvertisingappeals(emotionbasedadsandargumentbasedads)canhaveasignificanteffectonthe attitude of consumers towards a product. Also, this study will try to investigate if thepersonality characteristic need for cognition can have a significant mediating effect on theresponses(emotionalorcognitive)generatedbythedifferentadappeals.

Based on the findings of this investigation it can be concluded which is the most effectiveadvertisingappealaccordingtodifferentpersonalitiesthatshowdifferentlevelsofNFC.Also,itwillsuggestifconsumerscanbedividedbycompaniesintogroupsbasedontheirNFCandnotbasedongender,ageetc.ThatmeansthatpeoplewithhighNFCwillbetargetedinacertainanddifferentwaythanpeoplewithlowerNFC.

1.5Methodology

In this survey, the advertising appeals used are emotion based advertising versus argumentbased advertising. These advertising appeals lead to emotional and cognitive responses thatshapetheproductattitude.Also,inthisinvestigationisexaminingtheroleofneedforcognitionandhowitcanaffectconsumers’attitudetowardsaproduct.

Therefore,theresearchquestionis:

“Howdoadvertisingappeals-emotionbasedadvertisingvsargumentbasedadvertising-affectproductattitudeandifthiseffectisdifferentamongpeoplewithdifferentneedforcognition”

Thedatausedhavebeenobtainedbyrespondentswhoparticipatedvoluntarilytothesurvey.AlldatahavebeenanalyzedinSPSSStatisticsandtheresultsarepresentedinthenextchapters.

1.6Paperlayout

Inchapter2theliteraturereviewispresentedandanalyzedinordertoexplainthefindingsofexistingresearchrelatedtothesubject.Chapter3containstheconceptualframework,whichisthepartofthesurveythatpresentsallthevariablesofthissurvey.Chapter4presentsthesurveymethodology, that includes how the survey was created and how the data were collected.Chapter5containsasimpledataanalysisofthevariables.Inchapter6and7theresultsofthesurveyarediscussedandinchapters8and9thereisadiscussionoftheresultsandlimitationthatwerefaced.

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2LiteratureReview

2.1Introduction

Inmodernsocietyadvertisingisconsideredoneofthemostpowerfulinfluencesthatcanshape

and affect opinions. AsWilliamBernbach one of the founders of theDoyleDayne Bernbach

advertising agency mentioned “advertising is the art of persuasion”. In order to affect and

persuadeconsumers,advertisersstartedfocusingmoreontheadappeal.Accordingtoseveral

researchesargumentation(Wright,1973)andemotionalappeal(Holbrook&O’Shaughnessycan,

1984)playasignificantroletothewayconsumersrespondtoanadvertisement.Differentpeople

showagreatvarietyofreactionswhenexposedtodifferentadvertisingappeals.Anumberof

customerstendtoenjoymorethinkingwhileexposedtoanadwhereasothercustomershave

thetendencytoexperiencemoreintensivelytheirfeelingsandemotions(Aaker,1986).

AccordingtoChandy,Tellis,Macinnis,andThaivanich(2001)therearetwodifferentadvertising

appealsthataffectcustomer’sdecisionmaking:RationalandEmotional.Also,accordingtoRuiz&

Sicilia(Ruiz&Sicilia,2004)adappealcanhaveanimportantimpactontheadeffectivenesswhen

itmatchestheconsumer’sinformationprocessingstyle(cognitiveoraffective).

• RationalAppeal isaprocessthatmotivatesthecustomer intothinkingas itoffershim

plentyofinformationaboutaproductorservice(Churchill&Peter,1998).

• EmotionalAppealisaprocessthattriestostimulatethepsychologicalconditionofthe

customerbycreatingemotionsandfeelingssuchas:happiness,joy,fearetc.(Hawkins,Best&

Coney,2003).

2.2ElaborationLikelihoodModel

Advertisement is a formof communicationdesigned toaffect consumers inorder tomakea

certain purchase decisions. The main functions of advertising are to inform, persuade and

influencepotentialconsumers.Oneofthemostacceptedmodelsofpersuasionassociatedwith

advertising is the Elaboration LikelihoodModelwhich is a dual process theory that uses two

differentwaysofpersuading(Petty,Cacioppo,1986):Thecentralrouteandtheperipheralroute.

Theroutethatischosenisaffectedbytheabilitywhichis“thecapabilityofcriticalevaluation”

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andmotivationwhichisdefinedas‘thedesiretoprocessamessage’oftheconsumer.TheAbility

ofanindividualcanbeaffectedbycognitiveresources(stress,destructionsetc.)andalsoby“the

leveloffamiliaritywithasubject”.Ontheotherhand,themotivationcanbeinfluencedbythe

attitudeofapersontowardsamessage(Kunda,Ziva,1990),bythepersonalrelevanceandneed

forcognition(Kruglanski,VanLange,2012).

• Centralrouterequiresahighlevelofinformationelaboration,sotheindividualneedsto

devote more time into thinking. During the central route the individual would pay

attentiontothefacts(e.g.data)anduselogictoevaluatetheinformation.Centralroute

isassociatedwithhighinvolvementthatisthewillingnessoftheindividualtospendtime

and attention during the persuasion process. Central route persuasion startsworking

whentheindividualismotivatedtolistentothemessageandbeabletothinkaboutit.

Underthecentralroutepersuasionprocesstheindividualshavecognitiveresponsesand

thedecisionsaremadeafterdeepthought.Also,centralrouteprocessingleadstolong

lastingandresistantbehavior.

• Peripheralroutedoesnotrequirealotofthinkingandfocusesmoreoncuessuchasan

emotional story, colors, music or a celebrity endorsement. The content of the

advertisement(facts,data) isnot importantasthe individualdoesn’tneedtoexamine

any information and can rely on a general impression. Under the peripheral route

persuasion process, consumers have emotional responses andmake decisionsmainly

basedontheemotionsandfeelingsgeneratedfromthead.That’swhyperipheralroute

hasmoretemporaryresultsintheattitudeoftheconsumers(Petty,Cacioppo,Schumann,

1983).

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Figure1

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2.3 NeedforCognition

Psychologyhasplayedan importantrole inthedevelopmentofadvertisingasusuallya lotof

psychological models are used by marketers and advertisers in order to understand their

consumersandhowpersonalcharacteristicscanaffecttheresponseofpeopletowardsproducts.

OneofthesemodelsisNeedforcognitionwhichisamodelbasedontheElaborationLikelihood

Modeltheory.NFCrefersto“aneedtostructurerelevantsituationsinmeaningful,integrated

ways”(Cohen,Stotland,Wolfe,1955).Inotherwords,isthetendencyofindividualstoanalyze

andunderstandinarationalwaytheworldaroundthem.AccordingtoNFCscale,twogroups

canbedefined:Peoplewithhighneedforcognitionthatarethepeoplewhoenjoythinkingand

argumentation, tend to evaluate and elaborate the information they receive and base their

decisions inmore complex cues.Hence, theywill have touse central routeprocessingwhen

acquiringaninformation.Thesecondgroupispeoplewithlowerneedforcognitionandcanbe

describedaspersonsthattrytoavoidthinking,arenotaffectedbyargumentationwhilewatching

anadandmaketheirevaluationbasedmostlyonfeelingsandemotionthatcanbegeneratedby

the ad (Haugdvedt, Petty, Cacioppo, 1992). In this case people tend to learn by using the

Peripheralrouteprocessing.Endorsements,ads’atmosphereorstereotypesareelementsthat

canaffectpeoplewithlowerneedforcognition(Petty,Brinol,Loersch,&McCaslin,2009).

Thedifferent levelsofneedforcognitioncanaffect thewayconsumers’messageprocessing,

howeverdifferencesinneedforcognitiondonotshowdifferencesinthecognitivepossibilities

(Cacioppo,1996).Whendifferentpeoplewithdifferentneedforcognitionareexposedtoequal

levelsofemotionalstimuli,someofthemrespondwithhighlevelsofemotionalintensitywhile

othersrespondwithlowlevels(Larsen&Diener1987).Peoplethatexperiencetheiremotions

moreintensivelywhenexposedtotheemotionalstimulineedlowerlevelofcognitionandtend

tobemoreaffectedbyadsthatcangenerateemotionssuchas:warmth,happiness,insecurity

etc.Individualswithhighneedforcognitionaremorepleasantbyadsthatuseargumentation,

showahigherlevelofappealtoadsthatengagethemintothinkingandtheytendtoobserve

morewhengettinginformationaboutaconsumption(RuizdeMaya&Sicilia2004).

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3ConceptualFramework

Despiteofextensiveresearchonhowdifferentadvertisingappealsinfluenceconsumersforthe

purchasingdecision,mostofthemdonotincludenaturalcognitivecharacteristicsasoneofthe

factorsthatcanaffectthewayindividualsformabrandattitude.Thequestionis:whatmakes

each appeal effective and how these ads persuade consumers. In other words, what is the

psychologicalmechanismthatarousesdifferentresponsesfromtheconsumers?

Takingthisintoconsideration,thisresearchaimstofigureouthowdifferentindividualsreactto

differentappealsofadvertisementsandwhateffectscanthishavetoproductattitude.Forthis

reason,NFCmodelwillbeused.NFCis“apersonalityvariablethatexpressesthetendencyof

individualstocognitiveactivities”.InparticularIwanttoinvestigatetowhichextenddifferent

levelsofneedforcognitioncanmoderatetheresponsesofthecustomerstowardsanad.

Figure2ConceptualFramework

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3.1TypeofResponses

Whenexposedtoanadpeoplecanhavecognitiveandemotionalresponses.Cognitiveresponses

arethethoughtsthatsomeoneexperienceswhilewatchinganadwhereasemotionalresponses

arethefeelingsandemotions(Macinnis,Jaworski,1989).Actually,thecognitiveresponsethat

anadcreatestotheviewerandnotthecontentoftheaditselfiswhatmediatestheacceptance

of thead (Wright1973).Althoughboth responsesexistwhilewatchinganadvertisement the

questioniswhichonewouldbethemoredominanteachtime?

Asmentionedintheliteraturereview,adsthatuserationalcuestendtogeneratemorethinking

totheconsumersandprovokecentralrouteprocesses.Centralroutemakespeoplethinkmore

andtakeintoconsiderationfactsanddata.So,Iconcludethatadsthatuserationalappealwould

generatemorecognitiveresponses.Atthesametime,emotional-basedadstendtostimulithe

psychologicalconditionoftheindividuals,donotmotivatethemtothinkandprovokeperipheral

routeprocesses.Asaconsequence,thissurveysuggeststhatemotionalappealbasedadswould

generatemoreemotionalresponses.

H1a: Emotion based advertisements will arouse more affective response than cognitive

response

H1b: Argument based advertisementswill arousemore cognitive response than emotional

responses

3.2NeedforCognition

Itcanbepredictedthatpeoplewithhigherneedforcognitionwouldbepersuadedmoreeasily

byargumentbasedadsthatengagethemintothinkingandofferthemclearinformationabouta

productAlso,peoplewithlowerneedforcognitioncouldbemoreaffectedbyemotion-based

advertisementsaswouldbemoreattractedbytheatmosphereofthead,theemotionsthatcould

generatetotheindividuals,theendorseretc.(Dole,Sinatra1998).

Asmentionedbeforeneedforcognitioncanaffectthepersuasionroutethatanindividualwould

followinordertomakeadecision.Itcanbeconcluded,thatpeoplewithhighneedforcognition

thatenjoymorethinkingwouldbemorelikelytofollowcentralroute.Ontheotherhand,people

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thathavelowerneedforcognitionwouldprefertheperipheralrouteasitisasuperficialwayto

makeadecisionthatdoesn’tdemandalotofthought.Hence,itisproposedthatNFCwouldhave

amoderatingeffectontherespondsoftheconsumerstothead.

H2a: Individualswith lowerNFCwill showmore favorable attitude towards an emotional-

basedadvertisement.

H2b: Individualswith higherNFCwill showmore favorable attitude towards an argument-

basedadvertisement.

Advertisingisoneofthemostimportantcontributorsthataffectbrandequity(Aaker&Biel1993)

andtheattitudetowardsanadvertisementcanaffecttheattitudeoftheconsumertowardsa

productandabrand(Gardner1985).Asaresult,thisanalysissuggeststhatanindividualthathas

apositiveattitude towardsanargument-basedadvertisementwouldhaveapositiveattitude

towardstheproductthatisbeingcommunicated.Atthesametimeanindividualthatwouldhave

apositiveattitudetowardsemotion-basedadvertisementislikelytohaveapositiveattitudeto

theproduct.

H3a:Positiveattitudetowardsanemotionbasedadvertisementwillleadtopositiveproduct

attitude.

H3b: Positive attitude towards an argument advertisement will lead to positive product

attitude

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H1a Emotion based advertisements will generate more affective response than

cognitiveappeal

H1 H1b Argument based advertisements will lead to more cognitive response than

emotionalappeal

H2

H2a Individuals with lower NFC will show more favorable attitude towards an

emotional-basedadvertisement.

H2b Individuals with higher NFC will show more favorable attitude towards an

argument-basedadvertisement.

H3a Positiveattitudetowardsanemotionbasedadvertisementwillleadtopositive

productattitude.

H3 H3b Positive attitude towards an argument advertisement will lead to positive

productattitude

Table1Hypothesis

3.3Variables

ProductAttitude

In thisparticular investigation, thedependent variable is product attitude.Customershavea

certainproductattitudebasedonproductfamiliarityandtheassociationstheyhaverelatedto

thatproductorthebrand.Therefore,theparticipantswillbeaskedtoratetheproductbefore

andafterbeingexposedtothetwodifferentadvertisements.

Advertisingappeal

Theindependentvariableistheadvertisingappeal.Thispaperaimstoinvestigatetheeffectof

twodifferenttypesofadvertisingappeal:Therationalandtheemotionalappeal.Inotherwords,

what is the product attitude of the consumers when they are exposed to different kind of

advertisements?

TypeofResponses

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Themediatingvariableisthetypeofresponsesoftheindividualswhenexposedtoacertainad

appeal.Theresponsestheycanhavecanbeeithercognitiveoremotional.Inthisinvestigation,

it will be analyzed if the responses by different ad appeals can have an impact on product

attitude.Andkindofresponsescanbemorepowerfulandinfluentialontheconsumers.

NFCScale

Asmentioned before, there are a lot of personal characteristics that affect the way people

respondtoads.Asaresult,investigatingonlytheeffectoftheadappealonthebrandattitudeis

notenough.Inthispaper,itwillbetakenintoconsiderationthemoderatingeffectofNeedfor

Cognition(NFC)onadvertisingappeal.InordertomeasureNFC,theNFCscalewillbeused.This

scale isaquestionnairethat includes18questionsandwascreatedbyCacioppoandPetty in

1982.

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4ResearchDesign&Method

4.1ExperimentalDesign

This study examines the relationship between personality and different advertising appeals.Personalitycanbeanimportantvariablethataffecttheacceptanceofanadvertisementbytheconsumers. Different advertising appeals tend to affect different personalities and createdifferentresponses(cognitiveoremotional)thatcanleadtocertainattitudestowardsaproduct.

During thiswithin subjectdesign survey,each respondenthasbeen shown twodifferentadsusingdiverseadappeals-oneusingemotional,thesecondoneusingrational-andhastoevaluatetheproductbeforebeingexposedtothestimuliandthenevaluateagaintheproductafterbeingexposedtothestimuli.Also,participantshavetoansweraquestionabouthowtheyfeelandwhattheythinkabouttheproductafterwatchingeachad.Thisquestionwillbeusedtomeasuretheintensityofemotionalandcognitiveresponses.Intheend,eachoftheparticipantshastofillintheNeedforCognitionScale.

4.2Stimuli

Forthisstudytwodifferentadsof thesameproducthavebeenused.Thefirstcommercial isusingemotionalappealthatthisadisusingemotionsandspecificallyhumorinordertoinfluencethe viewer. This ad doesn’t present any of the features of the car and it doesn’t give anyinformationaboutthefunctionalcharacteristicsofthecar.Whereasthesecondoneusesrationalappeal and shows data and practical information of the product in order to persuade theconsumer.

TheemotionalbasedadfeaturestheToyotaRAV4andisthe‘ToyotaRav4:Sohappytogether’video.Thisvideoshowsacouplewhowakeupinthemorningandeachofthemtriestogetfirsttothecar.Inorderoneofthemtomanagetogetthecareachofthemsetuptrapstotheother.Thisadvertisementuseshumorinordertopassitsmessagetotheconsumers.Themusicthataccompaniesthevideois‘sohappytogether’.

Figure3Emotion-basedadvertisement

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Theargumentbasedadisthe‘2014ToyotaRav4TVcommercial’.ThisvideoshowstheToyotaRav4modelanddemonstratessomeofthefunctionalcharacteristicsoftheproductandgivessomedatasuchas:Cargocapacity,characteristicsoftheinterior,designetc.

Figure4Argumentbasedadvertisement4.3PilotTest

Before the survey, a pilot test took place in order to validate the assumptions and surveyquestions.Duringthepilotstudy20peoplebetweentheagesof24-32wereselectedtorespondtothesurveyquestionsinregardtothetotwoadvertisements-oneusingemotionalappealandoneusingrationalappeal-andfillintheNeedforCognitionScale.

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4.4Procedure

During the online survey the participants had to respond to two advertisements-one usingemotional and one rational appeal-of the same brand showing the same product. In thebeginningtheparticipantswereaskedafewdemographicquestions. Inordertomeasurethebeforeadproductattitudeoftheparticipantsandtheproductattitudeafterbeenexposedtothestimuli,theywereshownanimageoftheproductandwereaskedtoevaluateit.Thentheywereshowntheemotionbasedadandwereaskedtoratetheproductfeaturedonthead.Afterthattheywereshowntheargumentbasedadandagaintheywereaskedtoevaluatetheproductfeaturedinthesecondad.Alsointheend,theparticipantswereaskedtoanswertheNeedforCognitionquestionnaire.

Figure5

Introduction Demographics PreAdProductAttitude

StimuliEmotionalAd

PostEmotionbaseadProduct

Attitude

StimuliRationalAd

PostArgumentadProductAttitude

NFCScale

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4.5Samplingprocedure

The survey is made with Google Forms which is a survey platform offered by Google. Theexperimentwasdistributedthroughtheinternetandsocialmedia(Facebook,Emailetc.)frommid-Apriluntilmid-June.Theparticipantsofthesurveyhadtocompleteasurveyquestionnairecontaining31questionsandseetwoads.Thesurveyconsistsoftwoparts:

1. Thefirst13questionsrelatedtotheproductattitude.2. Therest18questionsthatwillbeusedtocalculatetheneedforcognition.

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4.6MeasurementsofVariables

Name Independent/DependentVariable

Explanation Scale Reference

Familiaritywiththeproduct

Independent Howfamiliarareyouwiththeproduct?

5-pointscalewith1being"extremelyfamiliar"and5being"extremelyunfamiliar”

(Alba&Hutchinson,1987)

EmotionalResponse Dependent Howdoyoufeelabouttheproductadvertised?

5-pointscaleLoveHappyCalmAnnoyedHate

(Crites,Fabrigar&Petty,1994)

CognitiveResponse Dependent Whatdoyouthinkabouttheproduct?

5-pointscaleUsefulBeneficialValuableWorthlessUseless

(Crites,Fabrigar&Petty,1994)

Preferenceofthead Dependent Howwouldyouratethead?

5-pointscalewith1beingtheleastfavoriteand5themostfavorite

(Lutz,MacKenzie&Belch)

Attitudetowardsthebrand

Dependent Howwouldyouratethebrandoverall?

5-pointscalewith1beingtheleastfavoriteand5themostfavorite

(Spears&Singh,2004)

NeedforCognition Independent 18-itemNeedforCognitionScale

5-pointscalewith1being"stronglyagree"and5being"stronglydisagree

(Cacioppoetal.,1984)

Table2

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5DataCleaning

Datacleaningistheprocedureoffilteringtheincompletequestionnaires,sotheycanbeexcludedfromthedataanalysis.Datacleaningisveryimportantasitmaintainthequalityofthedata.Outofthe130questionnairesthathadbeenresponded10ofthemwereincompletesotheywereexcluded.Hence,forthisanalysis120questionnaireswereused.

5.1Demographics

Thequestionnairebeginswiththreedemographicquestionsandtherespondentswereaskedtofill in their gender, age and their nationality.Demographics arenot a part of the conceptualframeworkhowevertheycangiveabetterunderstandingoftherespondents.

Themeanageoftherespondentswas26.8years.Theyoungestresponderwas18andtheoldest43.Twooftheparticipantsdidn’tsharetheirage.

Ofalltheparticipants59.2%wasfemaleand40%male.Also,oneoftherespondentsdidn’tsharehis/hergender.

Finally, out of the 120 the respondents 84% was Greek and the rest 15% was from othercountries.Oneoftherespondentsdidn’tsharehis/hernationality.

Thetablebelowcontainsinformationabouttheparticipants’age,genderandnationality.

Descriptive Frequency Percentage

Gender

MaleFemale

4871

40%59.2%

Age 18-3031-43

9622

80%

19%

Nationality GreekOther

10118

84.2%

15%

Table3Demographics5.2Descriptivestatistics

BeforedivingdeepintotheSPSSanalysis,thedescriptivestatisticsarepresented.Thefollowingtableshowsthedescriptivestatisticsofthevariablesthatcangiveasimplesummaryaboutthesample(Mann,1995).Thedescriptivestatisticsmeasuredwerethemeanthestandarddeviationandthevariance.Thetablesbelowpresentthedescriptivestatisticsofbothadvertisingappeals.

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Mean Std.Deviation VarianceProductFamiliarity

2.33 1.26 1.60

Pre-productattitude

3.56 0.85 0.73

Attitudetowardsadvertisement

2.97 1.22 1.50

EmotionalResponse

3.05 0.83 0.69

CognitiveResponse

3.4 1.30 1.71

Post-ProductAttitude

3.20 0.96 0.92

Table4DescriptivestatisticsEmotionalBasedAdvertisement

Mean Std.Deviation VarianceProductFamiliarity

2.33 1.26 1.60

Pre-ProductAttitude

3.56 0.85 0.73

Attitudetowardsadvertisement

3.55 0.98 0.97

EmotionalResponse

3.43 0.71 0.51

Cognitiveresponse

3.84 0.92 0.85

Post-Productattitude

3,70 0.82 0.68

Table5DescriptiveStatisticsCognitiveBasedAdvertisement

5.3Needforcognition

Thelast18questionsofthesurveywereNeedforCognitionscale,wheretherespondentshadtorespondtowhatextendtheyagreetoeachofthestatements.Outofthe18questions9havereversescore.Thequestionswereansweredona5-pointscale:

(Very strong agreement=4，Moderate agreement =2，Neither agree nor disagree=0，Moderatedisagreement=-2，VeryStrongdisagreement=-4）

TheNFCscoreistheoutcomeofthescoreiseachofthe18questions.Inthisanalysis,thereweretwolevelsofNeedforCognition:HighandLow.Ifsomeonewascategorizedinthehighorlowneedforcognitiongroupwasdefinedbythescore.Themeanoftherespondentswas21.69soeveryonewithaNFCscorehigherthanthatwereincludedinthehighNFCgroupandthosewithalowerscorewereincludedinthelowNFCgroup.

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6Results

6.1Pairedsampletest

Inordertocheckthevalidityoftheassumptionmadethatadvertisinghasaneffectonpeople’sattitudetowardsaproducttwopairedsampletestswereconducted.

Duringthepairedsampleteststheproductattitudeofconsumerswasmeasuredbeforeandafterbeingexposedtothetwodifferentadvertisements(emotionalbasedadvertisementvsargumentbasedadvertisement).

In the table below are shown the means of product attitude before and after watching anemotionalbasedadaredifferent.Asthemeansaredifferentandthedifferenceisstatisticallysignificant(p=0.000<p=0.05)(Appendix1)thisindicatesthatconsumerscanbeinfluencedonthewaytheyperceiveaproductbyanemotionalbasedad.However, inthiscasethemeanafterwatchingtheadislowerandthismeansthattheadhadanegativeeffectontheconsumers.

N Mean

BeforeAdvertisement 120 3.56

PostAdvertisement 120 3.20

Table6MeansBeforeandPostEmotionalAdvertisementAsimilarpairedsampletestwasconductedinordertofindoutiftherewasasignificanteffectoftheargumentbasedadontheproductattitude.Inthiscasethemeansaredifferentandpeoplehave a slightly highermean after being exposed to the ads. However, the difference is notsignificant(p=0.>p=0.05)(Appendix2)whichindicatesthatconsumersarenotinfluencedbytheargumentbasedad.

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N Mean

BeforeAdvertisement 120 3.56

PostAdvertisement 120 3.70

Table7MeansBeforeandPostCognitiveAdvertisement

6.2AdappealandResponseType

The independent variables ad appeal consists of two different levels: The emotional basedadvertisementandthecognitivebasedadvertisement.Atthispointtheanalysisaimstofigureoutifthereisaneffectoftheindependentvariableonthedependentvariableresponsetype.InordertofindoutindependentT-testsareconducted.

6.3Adappealonemotionalresponse

Thetablebelowshowstheeffectoftheadvertisingappealonemotionalresponse.Themeansaredifferentandtheyarestatisticallysignificant(Appendix3)(p=0.000<p=0.05).However,themeanoftheemotionalresponsesoftheemotionalbasedadvertisementislowerthanthemeanofthecognitivebasedadvertisement.Thatmeansthatinthiscasecognitivebasedadvertisementgeneratedstrongeremotionalresponsesthantheemotionalbasedadvertisement.

Based on the hypothesis of this study the emotional based ad should generate strongeremotionalresponses,soaccordingtothefindingstheH1ahastoberejected.

AdvertisingAppealandEmotionalResponse

N Mean

EmotionalBasedAdvertisement

120 3.05

CognitiveBasedAdvertisement

120 3.43

Table8Meansofcognitiveresponseonadvertisementappeal

6.4AdappealonCognitiveResponse

Thetablebelowshowstheeffectoftheadvertisingappealonthecognitiveresponse.Themeansaredifferentandtheyarestatisticallysignificant(Appendix4)(p=0.009<p=0.05).Inthiscasethemeanofthecognitiveresponsesofthecognitivebasedadvertisementishigherthanthemeanof the cognitive responses of the emotional based advertisement. This indicates, cognitive

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responses generated by the cognitive based ad are stronger than the cognitive responsesgeneratedbytheemotionalbasedad.

According to the hypothesis of this study the cognitive responses should be stronger whenwatchingacognitivebasedadthanwhenwatchinganemotionalbasedad.Hence,basedonthefindingsofthesurveytheH1bisaccepted.

AdvertisingAppealandCognitiveResponse

N Mean

EmotionalBasedAdvertisement

120 3.45

CognitiveBasedAdvertisement

120 3.84

Table9Meansofcognitiveresponseonadvertisementappeal6.5NeedforCognition

Toinvestigatetheeffectoftheindependentvariables,needforcognitionandadvertisingappealonthedependentvariableresponsetype,adoublewayANOVAwasrun.ThetwowayAnovaisusedinordertodetermineifthereisaninteractionbetweenthedifferentadappeals(Emotionalappeal vs cognitive appeal) and Need for Cognition on the type of responses (emotional vscognitive).

6.6EffectofNFConproductattitude(EmotionalbasedAdvertisement)

BeforerunningtheactualtwowayAnova,apairedsampleT-testwasconductedinordertofigureout if there is a significant relationship between different levels of Need for Cognition andproductattitude.BasedonthepairedsampleT-test(Appendix5)themeanofproductattitudewhen watching an emotion based advertisement is different but effect of NFC on productattitudeisnotstatisticallysignificant(p=0.080>p=0.05).ThatindicatesthatNeedforCognitiondoesn’thaveasignificanteffectontheproductattitudewhenwatchinganemotionalbasedad.

Thetablebelowshowthedifferentmeansofproductattitude.

N Mean

HighNFC 54 2.83

LowNFC

54 3.16

Table10EffectofNFConproductattitude(EmotionalbasedAdvertisement)

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6.7EffectofNFConproductattitude(ArgumentbasedAdvertisement)

BasedonasimilarpairedsampleT-test(Appendix6)themeanofproductattitudewhenwatchingan argument based advertisement is different but effect of NFC on product attitude is notstatisticallysignificant (p=0.107>p=0.05).ThismeansthatNFChasnosignificanteffectontheproductattitudewhenwatchinganargumentbasedad.

N Mean

HighNFC

54 3.56

LowNFC

54 3.83

Table11EffectofNFConproductattitude(ArgumentbasedAdvertisement)6.7NFConAdappealandEmotionalResponse

At this point the goal of the analysis is to find out if there is amoderating effect betweenindependent variables advertising appeal (Emotional base advertisement vs Cognitive basedadvertisement)andneedforcognition(HighvsLowneedforcognition)oneachresponsetype(EmotionalresponseandCognitiveresponses).

Inordertotestifthereisamoderatingeffectoftheindependentvariablesadvertisingappealandneed forcognitiononthedependentvariableemotional response,a two-wayAnovahasbeenconducted.

The table below shows that the variables Need for Cognition (p= 0.005<p=0.05) andAdvertisementAppeal(p=0.000<p=0.05)aresignificant.However,thereisnomoderatingeffectofNFContheemotionalresponse(p=0.58>p=0.05).Asaresult,H2ahastoberejected.

Source Sig.

NFC

0.005

AdvertisementAppeal

0.000

NFC*AdvertisementAppeal

0.587

Table12TwowayAnovaonEmotionalResponse

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NFC AdvertisementAppeal Mean

LowNFC EmotionalbasedAdvertisementCognitivebasedAdvertisement

3.183.62

HighNFC EmotionalbasedAdvertisementCognitivebasedAdvertisement

2.953.28

Table13NFC*AdvertisementAppealonEmotionalResponse

6.9NFConAdappealandCognitiveResponse

ThesametwowayAnovahasbeenusedinordertofigureoutifthereisamoderatingeffectoftheneedforcognitionandadvertisingappealonthecognitiveresponse.

ThetablebelowshowsthatinthiscasethevariablesNeedforCognition(p=0.94>p=0.05)isnotsignificant whereas Advertisement Appeal (p=0.01<p=0.05) is significant. Also, there is nomoderatingeffectofNFConthecognitiveresponse(p=0.98>p=0.05).

Asaresult,H2bhastoberejected.

Source

Sig.

NFC

0.94

AdvertisementAppeal

0.01

NFC*AdvertisementAppeal

0.98

Table14TwowayAnovaonCognitiveResponse

NFC

AdvertisementAppeal Mean

LowNFC EmotionalbasedAdvertisementCognitivebasedAdvertisement

3.463.84

HighNFC EmotionalbasedAdvertisementCognitivebasedAdvertisement

3.453.83

Table15NFC*AdvertisementAppealonCognitiveResponse

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7ProductAttitudeandResponseType

7.1ProductattitudeandEmotionalResponse

Inordertofigureoutifthereisacorrelationbetweentheproductattitudeandtheemotionalresponsealinearregressionwasconducted.Basedonthecorrelationmatrix(Appendix9)thatcame up from the regression there is a significant correlation between brand attitude andcognitiveresponse(p=0.000<0.05).

Thetablebelowshowsthattheregressionmodelissignificant(p=0.000<0.05).Thismeansthattheregressionmodelpredictssignificantlythedependentvariableproductattitude.Basedontheanalysis39,3%oftheproductattitudeisgeneratedbytheemotionalresponse(R2=0.393).

Model

B Sig.

(Constant)

1.130 0.000

EmotionalResponse

0.716 0.000

Table16LinearRegressionofEmotionalResponseandProductAttitudeWhenonlyincludingemotionalresponses,theequationthatcanpredicttheproductattitudeisthefollowing:

ProductAttitude=1.130+0.716*EmotionalResponses

7.2ProductattitudeandCognitiveResponse

Asimilarlinearregressionwasconductedinordertofigureoutifthereisacorrelationbetweentheproductattitudeandthecognitiveresponse.Basedonthecorrelationmatrix(Appendix9)thatcameupfromtheregressionthereisasignificantcorrelationbetweenbrandattitudeandcognitiveresponse(p=0.000<0.05).

Thetablebelowshowsthattheregressionmodelissignificant(p=0.000<0.05).Thismeansthattheregressionmodelpredictssignificantlythedependentvariableproductattitude.Basedontheanalysis12.1%oftheproductattitudeisgeneratedbythecognitiveresponse(Square=0.121).

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Model

B Sig.

(Constant)

2.443 0.000

EmotionalResponse

0.277 0.000

Table17LinearRegressionofCognitiveResponseandProductAttitudeWhenonlyincludingcognitiveresponses,theequationthatcanpredicttheproductattitudeisthefollowing:

ProductAttitude=2.443+0.277*CognitiveResponses

Basedonthelinearregressionanalysisforboththeemotionalandcognitiveresponsesthereisasignificant correlation between Response Type and Brand attitude. This indicates that a bigpercentageoftheproductattitudeisexplainedbytheresponsetype.AccordingtothesefindingshypothesisH3aandH3barecorrectastheysuggestthatacertainresponseleadstoacertainproductattitude.So,aspredictedinthecaseoftheemotionalbasedadduetoabigpercentageofnegativeresponsestheproductattitudeislowerafterwatchingtheadthanbeforewatchingthead.Ontheotherhand,inthecaseoftheargumentbasedad,duetothebigpercentageofpositiveresponsestheproductattitudeafterwatchingtheadishigherthanbeforewatchingthead.

Figure6EmotionalresponsesonEmotionalbasedadvertisement

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Figure7CognitiveResponsesonEmotionalbasedadvertisement

Figure8EmotionalresponsesonEmotionalbasedadvertisement

Figure9CognitiveresponsesonArgumentbasedadvertisement

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7.3Productattitudeandadvertisementappeal

Inordertofindoutifthereisarelationshipbetweenproductattitudeandadvertisementappealthere was conducted an Independent T-test. Based on the results (Appendix 11) there is asignificant(p=0.000<p=0.05)differenceinthemeansbetweentheproductattitudegeneratedbyemotionalbasedadandargumentbasedad.

Thetablebelowshowsthattheargumentbasedadgeneratedahigherproductattitudethattheemotionalbasedad.

ProductAttitude

Mean

EmotionalbasedAdvertisement

3.20

ArgumentbasedAdvertisement

3.70

7.4Testofmediatingeffect

The mediating variable is one that explains the relationship between the independent anddependentvariable (MacKinnon,2008). In this survey, themediatingvariable is the responsetype.

If the response type has amediating effect on the regression the effect of the independentvariablebecomes insignificant. So,when runninga linear regressionofadappealandbrandattitude the ad appeal should be significant. When in the regression is added the variableresponse type the effect of response type should be significant and the effect of ad appealbecomesinsignificant.

Thetablebelowshowsthatduringthefirstregressionofadappealandbrandattitudetheadappealhasasignificant(p=0.000<p=0.05)effectinbrandattitude(Appendix12).However,whenresponsetypeisaddedinthemodeltheadappealbecomesinsignificant(p=0.066>p=0.05)andresponse type is significant. Therefore, the variable response type has a mediating effectbetweenadappealandbrandattitude.

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Figure10TheMediatingEffectofResponseType

Model

Sig.

1(Constant)AdvertisementAppeal

0.0000.000

2(Constant)AdvertisementAppealEmotionalResponseCognitiveResponse

0.0000.0660.0000.001

Table18LinearRegressionMediation

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8Conclusion

8.1AdappealonResponseTypes

Basedonthehypothesisofthissurveyadappealshouldhaveasignificanteffectonthetypeofresponses. In this survey ad appeal had a significant effect on the emotional and cognitiveresponse.However,inthissurveytheargumentbasedadhadastrongereffectontheemotionalresponsesthantheemotionalbasedad,whilebasedontheH1aofthissurveyitwasexpectedthattheemotionalbasedadwillgeneratemoreemotionalresponses.Therefore,H1aisrejected.Also,theargumentbasedad,asexpectedfromthehypothesisoftheanalysis,ledtostrongercognitiveresponsesthantheemotionalbasedad,soH1bisaccepted.

According to the findings of this survey it seems that advertisement appeal can affect theintensityofresponses.Argumentbasedadvertisementgeneratesbothstrongeremotionalandcognitive responses,whereas emotional based advertising creates less strong emotional andcognitiveresponses.

8.2NeedforcognitiononResponseTypes

AccordingtoCacioppoandPettyNeedforcognitionisapersonalityvariablethatexplainsthetendencyofpeople toget involvedto thinking theprocedure.Basedon that itwasexpectedpeoplewithhigherneedforcognitionwouldtendbemoreaffectedbyadvertisementthatstimulitheirmindandwouldhavestrongercognitiveresponses.Whereasindividualswithlowneedforcognitionwouldtendtoprefermoreadsthatdon’trequirethinkingbutuseemotionsinordertoattractconsumer’sattention.

However, according to this analysis although need for cognition has a significant effect(p=0.005<p=0.05) on the emotional responses, there was no significant effect of need forcognition when also the ad appeal was taken into consideration. In the case of cognitiveresponsesneedforcognitionhadnosignificanteffect.SoH2awasrejected.

Therefore,itcanbeassumed,thatdifferentlevelsofneedforcognitioncanhaveasignificanteffectonemotional responses.However, there is no relationshipbetweendifferent levelsofneedforcognitionanddifferentadappeals.Hence,itcannotbesaidthatpeoplewithhighneedforcognitiontendtogeneratemorecognitiveresponseswhenwatchinganargumentbasedadorthat individualswith lowneedforcognitiontendtohavemoreemotionalresponseswhenwatchinganemotionalbasedad.

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8.3BrandAttitude

Accordingtothisinvestigationcertainresponsestowardsaproductcanleadtoacertainattitudetowards the products. Positive responses generate a positive product attitude and negativeresponsesgenerateanegativeproductattitude.

Inthisanalysis,thereisasignificantdifferenceinthemeansofproductattitudeafterwatchingtheemotionalbasedadand theargumentbasedad.Productattitude ismorepositivewhenwatching the argument based advertisement than when watching the emotional basedadvertisement.Thisindicatedthatargumentbasedadvertisingcanhaveapositiveeffectontheattitudetowardstheproduct.

Also,thissurveysuggeststhatthereisasignificantrelationshipbetweentheproductattitudeand the type of responses. Based on the findings emotional responses explain 39.9% of theproduct attitudewhereas the cognitive responses explain 12.1%. This indicates that a higherpercentageofproductattitudeisgeneratedbyemotionalresponses.Hence,itcanwesaidthatemotionalresponseshaveastrongereffectonproductattitude.

H1a Emotion based advertisementswill generatemore affective

responsethancognitiveappeal

Rejected

H1 H1b Argumentbasedadvertisementswill lead tomore cognitive

responsethanemotionalappeal

Supported

H2

H2a IndividualswithlowerNFCwillshowmorefavorableattitude

towardsanemotional-basedadvertisement.

Rejected

H2b IndividualswithhigherNFCwillshowmorefavorableattitude

towardsanargument-basedadvertisement.

Rejected

H3a Positive attitude towards an emotion based advertisement

willleadtopositiveproductattitude.

Supported

H3 H3b Positiveattitudetowardsanargumentadvertisementwilllead

topositiveproductattitude

Supported

Table19Hypothesis

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9Discussion

Thisstudyaimstoanalyzetheeffectsof twodifferenttypeofadvertisingappeals (emotionalorientatedadvertisingvscognitiveorientatedadvertising)inrelationtoconsumer’spersonalityvariableNeedforCognitiononproductattitude.

A very interesting finding of this survey is that consumers show a statistically significant(p=0.000<p=0.05)differentproductattitudebeforeandafterbeingexposedtotheemotionalbasedadvertisementwhereasthedifferenceinproductattitudeisinsignificantwhentheyareshownthecognitivebasedadvertisement.Thisindicatesthatactuallyconsumersgetaffectedbyadvertisingandthatcanhavean impactontheirattitudetowardsaproduct. In thiscasetheemotional based ad generated negative product attitude. Responders before seeing theemotionalbasedadvaluedtheproductwith3.56whereasafterseeingtheadvaluedtheproductwith3.20.

Themostlogicalassumption(andbasedonparticipants’feedback)isthattheadwasnotlikabletoconsumersandcouldn’tspreaditsmessage.Accordingtotheparticipants’feedbacktheyfeltannoyedbytheadandsometimesevensad.Theytendtorelatetothecoupleanddidn’tliketheconceptofmakingacoupleargueformaterialgoods.

9.1Application

Ingeneral,accordingtothissurveycognitivebasedadscanhaveamorepositiveeffectontheproductattitude.Nevertheless,itdoesn’tseemthattheyhavethepowertoaffectsignificantlyconsumers’attitude.Ontheotherhand,emotionalbasedadscanchangesignificantlyanattitudetowardsaproductandinthisspecificcasethechangeisnegative.

Asaresult,itcanbeassumedthatcognitivebasedadsaremorelikableandcanbeamore‘safe’way of advertising.Whereas, emotional based ads should be verywell-designed in order togenerateapositivechangetowardsaproductandnotbringcontraproductiveresults.

9.2LimitationsandFutureResearch

It is verydifficult for researchers to collect trustworthyandqualitydata, although creatingasurveymayseemeasy.Inmanycasesparticipantsdon’twanttosharehonestlypersonaldata.Inothercases,participantsfailtoreplyproperlyinthesurveyastheycannotexpresstheirthoughtsandfeelingsthrougha5-pointscale.Inthissurvey,thebiggestlimitationwasthatparticipantscouldn’tbecertainaboutthestatements’contentduringtheNFCscalequestions.Also,duetothenatureofthesurvey(within-subjectdesign)thereisthepossibilitythatrespondentscouldbebiased when watching the second advertisement, as they have already seen the firstadvertisement.Therefore,theirresponsewouldn’tbewhatexactlytheythinkorfeelaboutthisadvertisement but It can be affected about what they thought and felt about the firstadvertisement.

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While,thehypothesizesofthissurveyaren’tacceptedtotallythissurveygivessomeimportantinformation on the role of advertising appeal in the consumer learning procedure. Probablyfuture surveys could use different themes in the advertisements surveys and could give adifferentinsightintheroleofNeedforCognitionandpersonalityinadvertising.Thefactthatabignumberoftheparticipantshadnegativefeelingsabouttheemotionbasedadcouldhaveledpeoplewith lowNFCinthedecisiontoevaluatehighertheargumentbasedad,althoughinadifferentcasethatbothadswouldhavebeenequallylikabletheywouldhavebeeninfluencedbytheemotionbasedone.

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11AppendixI

DescriptiveStatistics-EmotionalBasedAdvertisement

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Descriptive Statistics- Argument Based Advertisement

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12AppendixII

Appendix1

Paired Sample T-test Product attitude before and Post Emotion based Ad

Appendix2

Paired Sample T-test Product attitude before and Post Cognitive based Ad

Appendix3

Independent Sample T-test Emotional Response on Emotion based Advertisement and Cognitive

based Advertisement

Appendix4

Independent Sample T-test Cognitive Response on Emotion based Advertisement and Cognitive

based Advertisement

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Appendix5

Paired Sample test Product attitude and NFC in Emotion based Ad

Appendix6

Paired Sample test Product attitude and NFC in Argument based Ad

Appendix7

Two way Anova: Effect of Advertising Appeal and NFC on Emotional Response

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Appendix8

Two way Anova: Effect of Advertising Appeal and NFC on Cognitive Response

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Advertisement Appeal and Product Attitude

Appendix9

Linear Regression Product Attitude and Emotional Response

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Appendix10

Linear Regression Product Attitude and Cognitive Response

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Appendix11

Product Attitude and Advertising Appeal

Appendix12

Linear Regression Total

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