Message sequencing of rational and emotional appeals: a study on consumer brand and product attitudes

Weng Marc Lim; Pei Lee Teh; Pervaiz K Ahmed

doi:10.1109/IEEM.2014.7058863

Message sequencing of rational and emotional appeals: a study on consumer brand and product attitudes

Weng Marc Lim, Pei Lee Teh, Pervaiz K Ahmed

Malaysia School of Business

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper › Research › peer-review

2 Citations (Scopus)

Abstract

Message sequencing is a promising area of research. This study sheds light on consumer attitudinal responses, namely attitudes toward the corporate and product brand, by examining the effects of sequencing rational and emotional appeals in marketing messages. Using a between-subjects experiment and a stratified random sample, the study found that using an emotional-rational message sequence produces more favorable product brand attitudes among consumers as compared to using a rational-emotional message sequence. However, message sequencing had no significant effects on consumers' attitudes toward the corporate brand. Implications, limitations, and future research directions from the study's findings are discussed.

Original language	English
Title of host publication	Proceedings of the 2014 IEEE International Conference on Industrial Engineering and Engineering Management
Editors	Pervaiz K Ahmed, Roger Jiao, Pei-Lee Teh, Min Xie
Publisher	IEEE, Institute of Electrical and Electronics Engineers
Pages	1372-1376
Number of pages	5
ISBN (Electronic)	9781479964109
ISBN (Print)	9781479964093
DOIs	https://doi.org/10.1109/IEEM.2014.7058863
Publication status	Published - 2014
Event	IEEE International Conference on Industrial Engineering and Engineering Management (IEEM) 2014 - Selangor, Malaysia Duration: 9 Dec 2014 → 12 Dec 2014 http://ieeexplore.ieee.org/xpl/mostRecentIssue.jsp?punumber=7048056

Publication series

Name	IEEE International Conference on Industrial Engineering and Engineering Management
Volume	2015-January
ISSN (Print)	2157-3611
ISSN (Electronic)	2157-362X

Conference

Conference	IEEE International Conference on Industrial Engineering and Engineering Management (IEEM) 2014
Abbreviated title	IEEM 2014
Country/Territory	Malaysia
City	Selangor
Period	9/12/14 → 12/12/14
Internet address	http://ieeexplore.ieee.org/xpl/mostRecentIssue.jsp?punumber=7048056

Keywords

Corporate brand attitudes
Emotional appeals
Message sequencing
Product brand attitudes
Rational appeals

Access to Document

10.1109/IEEM.2014.7058863

Cite this

Lim, W. M., Teh, P. L., & Ahmed, P. K. (2014). Message sequencing of rational and emotional appeals: a study on consumer brand and product attitudes. In P. K. Ahmed, R. Jiao, P.-L. Teh, & M. Xie (Eds.), Proceedings of the 2014 IEEE International Conference on Industrial Engineering and Engineering Management (pp. 1372-1376). (IEEE International Conference on Industrial Engineering and Engineering Management; Vol. 2015-January). IEEE, Institute of Electrical and Electronics Engineers. https://doi.org/10.1109/IEEM.2014.7058863

Lim, Weng Marc ; Teh, Pei Lee ; Ahmed, Pervaiz K. / Message sequencing of rational and emotional appeals : a study on consumer brand and product attitudes. Proceedings of the 2014 IEEE International Conference on Industrial Engineering and Engineering Management. editor / Pervaiz K Ahmed ; Roger Jiao ; Pei-Lee Teh ; Min Xie. IEEE, Institute of Electrical and Electronics Engineers, 2014. pp. 1372-1376 (IEEE International Conference on Industrial Engineering and Engineering Management).

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abstract = "Message sequencing is a promising area of research. This study sheds light on consumer attitudinal responses, namely attitudes toward the corporate and product brand, by examining the effects of sequencing rational and emotional appeals in marketing messages. Using a between-subjects experiment and a stratified random sample, the study found that using an emotional-rational message sequence produces more favorable product brand attitudes among consumers as compared to using a rational-emotional message sequence. However, message sequencing had no significant effects on consumers' attitudes toward the corporate brand. Implications, limitations, and future research directions from the study's findings are discussed.",

keywords = "Corporate brand attitudes, Emotional appeals, Message sequencing, Product brand attitudes, Rational appeals",

author = "Lim, {Weng Marc} and Teh, {Pei Lee} and Ahmed, {Pervaiz K}",

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language = "English",

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series = "IEEE International Conference on Industrial Engineering and Engineering Management",

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booktitle = "Proceedings of the 2014 IEEE International Conference on Industrial Engineering and Engineering Management",

address = "United States of America",

note = "IEEE International Conference on Industrial Engineering and Engineering Management (IEEM) 2014, IEEM 2014 ; Conference date: 09-12-2014 Through 12-12-2014",

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Lim, WM, Teh, PL & Ahmed, PK 2014, Message sequencing of rational and emotional appeals: a study on consumer brand and product attitudes. in PK Ahmed, R Jiao, P-L Teh & M Xie (eds), Proceedings of the 2014 IEEE International Conference on Industrial Engineering and Engineering Management. IEEE International Conference on Industrial Engineering and Engineering Management, vol. 2015-January, IEEE, Institute of Electrical and Electronics Engineers, pp. 1372-1376, IEEE International Conference on Industrial Engineering and Engineering Management (IEEM) 2014, Selangor, Malaysia, 9/12/14. https://doi.org/10.1109/IEEM.2014.7058863

Message sequencing of rational and emotional appeals: a study on consumer brand and product attitudes. / Lim, Weng Marc; Teh, Pei Lee; Ahmed, Pervaiz K.
Proceedings of the 2014 IEEE International Conference on Industrial Engineering and Engineering Management. ed. / Pervaiz K Ahmed; Roger Jiao; Pei-Lee Teh; Min Xie. IEEE, Institute of Electrical and Electronics Engineers, 2014. p. 1372-1376 (IEEE International Conference on Industrial Engineering and Engineering Management; Vol. 2015-January).

Research output: Chapter in Book/Report/Conference proceeding › Conference Paper › Research › peer-review

TY - GEN

T1 - Message sequencing of rational and emotional appeals

T2 - IEEE International Conference on Industrial Engineering and Engineering Management (IEEM) 2014

AU - Lim, Weng Marc

AU - Teh, Pei Lee

AU - Ahmed, Pervaiz K

PY - 2014

Y1 - 2014

N2 - Message sequencing is a promising area of research. This study sheds light on consumer attitudinal responses, namely attitudes toward the corporate and product brand, by examining the effects of sequencing rational and emotional appeals in marketing messages. Using a between-subjects experiment and a stratified random sample, the study found that using an emotional-rational message sequence produces more favorable product brand attitudes among consumers as compared to using a rational-emotional message sequence. However, message sequencing had no significant effects on consumers' attitudes toward the corporate brand. Implications, limitations, and future research directions from the study's findings are discussed.

AB - Message sequencing is a promising area of research. This study sheds light on consumer attitudinal responses, namely attitudes toward the corporate and product brand, by examining the effects of sequencing rational and emotional appeals in marketing messages. Using a between-subjects experiment and a stratified random sample, the study found that using an emotional-rational message sequence produces more favorable product brand attitudes among consumers as compared to using a rational-emotional message sequence. However, message sequencing had no significant effects on consumers' attitudes toward the corporate brand. Implications, limitations, and future research directions from the study's findings are discussed.

KW - Corporate brand attitudes

KW - Emotional appeals

KW - Message sequencing

KW - Product brand attitudes

KW - Rational appeals

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U2 - 10.1109/IEEM.2014.7058863

DO - 10.1109/IEEM.2014.7058863

M3 - Conference Paper

SN - 9781479964093

T3 - IEEE International Conference on Industrial Engineering and Engineering Management

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EP - 1376

BT - Proceedings of the 2014 IEEE International Conference on Industrial Engineering and Engineering Management

A2 - Ahmed, Pervaiz K

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A2 - Xie, Min

PB - IEEE, Institute of Electrical and Electronics Engineers

Y2 - 9 December 2014 through 12 December 2014

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Lim WM, Teh PL, Ahmed PK. Message sequencing of rational and emotional appeals: a study on consumer brand and product attitudes. In Ahmed PK, Jiao R, Teh PL, Xie M, editors, Proceedings of the 2014 IEEE International Conference on Industrial Engineering and Engineering Management. IEEE, Institute of Electrical and Electronics Engineers. 2014. p. 1372-1376. (IEEE International Conference on Industrial Engineering and Engineering Management). doi: 10.1109/IEEM.2014.7058863

Message sequencing of rational and emotional appeals: a study on consumer brand and product attitudes

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Keywords

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