The role of rational and emotional appeals on website promotion
The purpose of this paper is to examine the effectiveness of rational and emotional appeals in an online context. A review of the literature revealed intangible appeals maybe more appropriate for services due to service intangibility. Using websites as cues, it compares the differences between the t...
| Main Author: | |
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2009
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| Online Access: | http://hdl.handle.net/20.500.11937/7874 |
| _version_ | 1848745495069982720 |
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| author | Lwin, Michael |
| author_facet | Lwin, Michael |
| author_sort | Lwin, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The purpose of this paper is to examine the effectiveness of rational and emotional appeals in an online context. A review of the literature revealed intangible appeals maybe more appropriate for services due to service intangibility. Using websites as cues, it compares the differences between the two appeals in the context of boutique hotels. Results indicate emotional appeals are more effective than rational appeals. Findings imply that boutique hotels should use emotional appeals online to create a point of difference, and to maximise the return from investment due to their small advertising budget. This research extends the use of emotional appeals on a new medium. |
| first_indexed | 2025-11-14T06:18:16Z |
| format | Working Paper |
| id | curtin-20.500.11937-7874 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:18:16Z |
| publishDate | 2009 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-78742017-01-30T11:03:06Z The role of rational and emotional appeals on website promotion Lwin, Michael Website Rational appeals Emotional appeals Hotel Advertising The purpose of this paper is to examine the effectiveness of rational and emotional appeals in an online context. A review of the literature revealed intangible appeals maybe more appropriate for services due to service intangibility. Using websites as cues, it compares the differences between the two appeals in the context of boutique hotels. Results indicate emotional appeals are more effective than rational appeals. Findings imply that boutique hotels should use emotional appeals online to create a point of difference, and to maximise the return from investment due to their small advertising budget. This research extends the use of emotional appeals on a new medium. 2009 Working Paper http://hdl.handle.net/20.500.11937/7874 School of Marketing, Curtin Business School fulltext |
| spellingShingle | Website Rational appeals Emotional appeals Hotel Advertising Lwin, Michael The role of rational and emotional appeals on website promotion |
| title | The role of rational and emotional appeals on website promotion |
| title_full | The role of rational and emotional appeals on website promotion |
| title_fullStr | The role of rational and emotional appeals on website promotion |
| title_full_unstemmed | The role of rational and emotional appeals on website promotion |
| title_short | The role of rational and emotional appeals on website promotion |
| title_sort | role of rational and emotional appeals on website promotion |
| topic | Website Rational appeals Emotional appeals Hotel Advertising |
| url | http://hdl.handle.net/20.500.11937/7874 |