Appraisal Theory of Emotions and Advertising Rhetoric: a Model of Consumer Reactions

A new model, the Emotional Appraisal and Reactions Model (EARM), which builds on appraisal theory of emotions is presented and thereafter empirically tested through a 3 (Rhetoric: None, scheme, trope) x 3 (Emotional Appeal: None, hope, fear) factorial experimental design using a public service advertisement campaign. Results generally support the hypotheses that depth of processing, memory and persuasion are increased when rhetorical works are combined with emotional appeals in print advertising. This indicates that the EARM has the potential to extend earlier appraisal and coping models presented in consumer research. Future research directions and implications are discussed.


Pia A. Albinsson (2009) ,"Appraisal Theory of Emotions and Advertising Rhetoric: a Model of Consumer Reactions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 934-935.


Pia A. Albinsson, New Mexico State University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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