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)can be combined only for products and not for services.

Question

Quizplus · Accepted Answer

Consumers make their purchase decisions based on a combination of rational and emotional factors. Rational appeals aim to persuade consumers using logical arguments, while emotional appeals aim to evoke feelings and create a personal connection between the consumer and the product/service. Using both approaches can enhance the effectiveness of advertising campaigns.

Rational and Emotional Advertising Appeals