Rational and emotional advertising appeals:
A)represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention
B)are essentially the same
C)can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives
D)are used together only for low-involvement products
E)are accurately described by none of the above

Question

Quizplus · Accepted Answer

Consumers often make purchase decisions based on both rational and emotional motives. Therefore, combining rational and emotional advertising appeals can be effective.

Rational and Emotional Advertising Appeals