Rational appeals are most effective when consumers have high levels of involvement and are willing to pay attention to the ad.

Question

Quizplus · Accepted Answer

Rational appeals, which use logical reasoning and factual information, are more likely to be effective when consumers are highly involved in the product or service being advertised and are willing to pay attention to the details presented in the ad. In low-involvement situations, emotional appeals may be more effective in capturing consumers' attention and persuading them to take action.

Rational Appeals Are Most Effective When Consumers Have High Levels