Rational appeals are superior to other appeals in developing and changing attitudes and establishing brand beliefs when a consumer has interest in a product or brand.

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Rational appeals are based on facts, logical reasoning, and objective information, which are more convincing and effective when a consumer is interested in a product or brand they already have some knowledge and involvement in. This appeals to their intellect and encourages them to evaluate the product or brand based on its features, benefits, and performance. As a result, rational appeals can help develop and change attitudes and establish brand beliefs more effectively than emotional or other types of appeals that rely on subjective and non-rational factors. However, it should be noted that emotional appeals can also be effective in certain situations, such as when consumers are not highly involved, and rely more on intangible aspects such as feeling and emotion.

Rational Appeals Are Superior to Other Appeals in Developing and Changing