IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i19p8287-d425060.html
   My bibliography  Save this article

Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal

Author

Listed:
  • David Vrtana

    (Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, 010 15 Zilina, Slovakia)

  • Anna Krizanova

    (Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, 010 15 Zilina, Slovakia)

  • Eva Skorvagova

    (Department of Pedagogical Studies, Faculty of Humanities, University of Zilina, 010 26 Zilina, Slovakia)

  • Katarina Valaskova

    (Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, 010 15 Zilina, Slovakia)

Abstract

The correlation and perception of advertising on adolescents have been shown to be a key factor in the survival of subjective emotional states. In this research, we map the affective level in relation to emotions in the context of assessing the marketing advertisement “Man on the Moon” by John Lewis company. We assess how an emotional appeal affects adolescents in various areas of the Slovak Republic, following several crucial demographic features of respondents. We examined the affective level by means of a psychodiagnostic tool in the form of a standardized tool of the scale of subjective emotional habitual well-being. To measure the emotional component of subjective well-being, we used descriptive words that expressed experienced emotions and feelings. From the collected data, we determined the frequency of positive and negative mood and verified the dependence between the variable region and emotion. We used Pearson’s chi-square test. When evaluating the data, we found dependencies between the categorical variable region and emotion. We did not find a relationship between the variable gender and emotion. The geographical division within the national market has an impact on the experience of positive and negative emotions when looking at advertising with an emotional appeal to the story.

Suggested Citation

  • David Vrtana & Anna Krizanova & Eva Skorvagova & Katarina Valaskova, 2020. "Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal," Sustainability, MDPI, vol. 12(19), pages 1-16, October.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:19:p:8287-:d:425060
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/19/8287/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/19/8287/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jaromir Vrbka & Elvira Nica & Ivana Podhorska, 2019. "The application of Kohonen networks for identification of leaders in the trade sector in Czechia," Equilibrium. Quarterly Journal of Economics and Economic Policy, Institute of Economic Research, vol. 14(4), pages 739-761, December.
    2. Carmen Berne-Manero & Mercedes Marzo-Navarro, 2020. "Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability," Sustainability, MDPI, vol. 12(11), pages 1-19, May.
    3. Jana Kliestikova & Pavol Durana & Maria Kovacova, 2019. "Naked Consumer's Mind Under Branded Dress: Case Study of Slovak Republic," Central European Business Review, Prague University of Economics and Business, vol. 2019(1), pages 15-32.
    4. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    5. Želinský, Tomáš & Fialová, Kamila, 2019. "Regional Patterns of Social Differentiation in Visegrád Countries," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 55(6), pages 735-789.
    6. Vojtech Stehel & Marek Vochozka & Tomas Kliestik & Vladimir Bakes, 2019. "Economic analysis of implementing VMI model using game theory," Oeconomia Copernicana, Institute of Economic Research, vol. 10(2), pages 253-272, June.
    7. Anne-Madeleine Kranzbühler & Alfred Zerres & Mirella H. P. Kleijnen & Peeter W. J. Verlegh, 2020. "Beyond valence: a meta-analysis of discrete emotions in firm-customer encounters," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 478-498, May.
    8. John Storey & Graeme Salaman, 2017. "Employee ownership and the drive to do business responsibly: a study of the John Lewis Partnership," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 33(2), pages 339-354.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jana Majerova & Lubica Gajanova & Margareta Nadanyiova & Anita Kolnhofer Derecskei, 2021. "Intrinsic Motivation Sources as Pillars of Sustainable Internal Marketing Communication in Turbulent Post-Pandemic Times," Sustainability, MDPI, vol. 13(16), pages 1-17, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. David Vrtana & Anna Krizanova, 2023. "The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship," Sustainability, MDPI, vol. 15(18), pages 1-18, September.
    2. Park, Jungkun & Back, Seung Yub & Kim, Dongyoup, 2022. "Masstige consumption values and its effect on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    3. Qi, Ji (Miracle) & Wang, Sijun & Lindsey Hall, Kristina K., 2023. "Bridging employee engagement and customer engagement in a service context," Journal of Business Research, Elsevier, vol. 160(C).
    4. Soderlund, Magnus & Oikarinen, Eeva-Liisa & Tan, Teck Ming, 2021. "The happy virtual agent and its impact on the human customer in the service encounter," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    5. Justyna Łapińska & Iwona Escher & Joanna Górka & Agata Sudolska & Paweł Brzustewicz, 2021. "Employees’ Trust in Artificial Intelligence in Companies: The Case of Energy and Chemical Industries in Poland," Energies, MDPI, vol. 14(7), pages 1-20, April.
    6. Marcin Janusz & Marcin Kowalczyk, 2022. "How Smart Are V4 Cities? Evidence from the Multidimensional Analysis," Sustainability, MDPI, vol. 14(16), pages 1-19, August.
    7. Janoskova Katarina & Kral Pavol & Popescu Gheorghe H. & Rowland Zuzana & Kramarova Katarina, 2021. "Perception of car brands with an emphasis on expected benefits and features as prerequisites for customer satisfaction," Management & Marketing, Sciendo, vol. 16(3), pages 300-315, September.
    8. Kral Pavol & Janoskova Katarina & Lazaroiu George & Suler Petr, 2020. "Impact of Selected Socio-Demographic Characteristics on Branded Product Preference in Consumer Markets," Management & Marketing, Sciendo, vol. 15(4), pages 570-586, December.
    9. Blend Ibrahim & Ahmad Aljarah & Dima Sawaftah, 2021. "Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    10. Vieira, Valter Afonso & Rafael, Diego Nogueira & Agnihotri, Raj, 2022. "Augmented reality generalizations: A meta-analytical review on consumer-related outcomes and the mediating role of hedonic and utilitarian values," Journal of Business Research, Elsevier, vol. 151(C), pages 170-184.
    11. Yossie Rossanty & Endang Sulistya Rini & Beby Karina Fawzeea Sembiring & Amlys Syahputra Silalahi, 2024. "Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 239-254, October.
    12. Ruth N. Bolton & Anders Gustafsson & Crina O. Tarasi & Lars Witell, 2022. "Designing satisfying service encounters: website versus store touchpoints," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 85-107, January.
    13. Liao, Junyun & Pang, Jiecong & Dong, Xuebing, 2023. "More gain, more give? The impact of brand community value on users’ value co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    14. Marcela Korenkova & Milan Maros & Michal Levicky & Milan Fila, 2020. "Consumer Perception of Modern and Traditional Forms of Advertising," Sustainability, MDPI, vol. 12(23), pages 1-25, November.
    15. Tsai, Pei-Hsuan & Kao, Ya-Ling & Tang, Jia-Wei, 2023. "Key factors influencing mass willingness to use CESPs under green concept: ECOCO smart recyclers as a case study," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    16. Eastman, Jacqueline K. & Shin, Hyunju & Jain, Varsha & Wang, Xinfang, 2024. "Determinants of positive consumer affect toward luxury brands’ social media posts on sustainability: A fsQCA approach," Journal of Business Research, Elsevier, vol. 183(C).
    17. Lianren Wu & Jinjie Li & Jiayin Qi & Deli Kong & Xu Li, 2021. "The Role of Opinion Leaders in the Sustainable Development of Corporate-Led Consumer Advice Networks: Evidence from a Chinese Travel Content Community," Sustainability, MDPI, vol. 13(19), pages 1-20, October.
    18. Cristina Radu & Mihaela Constantinescu & Alexandru Ion Olteanu, 2023. "Using the Right Content on Social Media to Enhance Consumer Engagement," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 26-38, April.
    19. Chakraborty, Debarun & Polisetty, Aruna & Rana, Nripendra P., 2024. "Consumers' continuance intention towards metaverse-based virtual stores: A multi-study perspective," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    20. Francesca Pratesi & Lala Hu & Riccardo Rialti & Lamberto Zollo & Monica Faraoni, 2021. "Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study," Italian Journal of Marketing, Springer, vol. 2021(3), pages 227-247, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:19:p:8287-:d:425060. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.