The role of rational and emotional appeals on website promotion

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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...

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Bibliographic Details
Main Author:	Lwin, Michael
Format:	Working Paper
Published:	School of Marketing, Curtin Business School 2009
Subjects:	Website Rational appeals Emotional appeals Hotel Advertising
Online Access:	http://hdl.handle.net/20.500.11937/7874

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