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

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Rational appeals use reasoning and logic to persuade consumers, which is most effective when the consumer has a high level of interest in the product or brand. Emotion-based appeals may be more effective for low-involvement products or when the consumer has a strong emotional connection to the brand. However, for developing and changing attitudes and establishing brand beliefs, rational appeals are generally more effective.

Rational Appeals Are Superior to Other Appeals in Developing and Changing