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Discovering the Role of Emotional and Rational Appeals and Hidden Heterogeneity of Consumers in Advertising Copies for Sustainable Marketing

Author

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  • Cheong Kim

    (SKK Business School, Sungkyunkwan University, Seoul 03063, Korea
    Predictive Analytics and Data Science, Economics Department, Airports Council International (ACI) World, Montreal, QC H4Z 1G8, Canada)

  • Hyeon Gyu Jeon

    (SKK Business School, Sungkyunkwan University, Seoul 03063, Korea)

  • Kun Chang Lee

    (SKK Business School, Sungkyunkwan University, Seoul 03063, Korea
    Samsung Advanced Institute for Health Sciences & Technology (SAIHST), Sungkyunkwan University, Seoul 03063, Korea)

Abstract

Advertising copies have been considered as a fundamental strategy for firms to continue sustainable marketing strategies. In order to provide the advancement of previous research and practical implication to marketers in the field for sustainable marketing strategy, this research tried to reveal the role of emotional and rational appeals as well as hidden heterogeneity of consumers in the appeal–value–trust–satisfaction–WOM framework. By applying the PLS-SEM and PLS-POS approach to 230 valid questionnaire samples, we could discover the role of appeals in the framework as well as three types of unobserved heterogeneity among the respondents. Both emotional and rational appeals had significant influences on the value–satisfaction–trust–WOM context. In addition, for hidden consumer traits in advertising copies, we revealed three types of consumer groups: Type 1, the consumer group with a rational orientation ( n = 68); Type 2, the group with an emotional orientation ( n = 74) and Type 3, the group with a utilitarian orientation. This research provided contributions by offering some insight into ways to establish sustainable marketing strategies in advertisements and to address unobserved heterogeneity consumers in advertising copy appeals.

Suggested Citation

  • Cheong Kim & Hyeon Gyu Jeon & Kun Chang Lee, 2020. "Discovering the Role of Emotional and Rational Appeals and Hidden Heterogeneity of Consumers in Advertising Copies for Sustainable Marketing," Sustainability, MDPI, vol. 12(12), pages 1-20, June.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:12:p:5189-:d:376178
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    Cited by:

    1. Carla Rossi & Francesca Rivetti, 2020. "Assessing Young Consumers’ Responses to Sustainable Labels: Insights from a Factorial Experiment in Italy," Sustainability, MDPI, vol. 12(23), pages 1-23, December.
    2. Xiaohong Zhang & Na Li & Yanbo Wang & Yanqi Sun, 2023. "The Effect of Product Placement Strategies on Customer Behavior: A Prospective of Foote, Cone and Belding (FCB) Grid Model," Sustainability, MDPI, vol. 15(2), pages 1-17, January.
    3. Jungwoo Lee & Cheong Kim & Kun Chang Lee, 2021. "Investigating the Negative Effects of Emojis in Facebook Sponsored Ads for Establishing Sustainable Marketing in Social Media," Sustainability, MDPI, vol. 13(9), pages 1-15, April.
    4. Yunju Kim & Heejun Lee, 2021. "Motivation and Reuse: How Does Motivation Affect Sustainable Use Intention for Brand Webtoons?," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    5. Talat Genc & Pietro De Giovanni, 2021. "Dynamic pricing and green investments under conscious, emotional, and rational consumers," Working Papers 2101, University of Guelph, Department of Economics and Finance.
    6. Manu Sharma & Deepak Kaushal & Sudhanshu Joshi, 2023. "Strategic measures for enhancing resiliency in knowledge base supply chains: an emerging economy perspective," Operations Management Research, Springer, vol. 16(3), pages 1185-1205, September.

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