Title: Should charities touch the heart or the mind? The impact of people's self-monitoring
Authors: Faseur, Tine
Adams, Leen
Issue Date: 2014
Host Document: emac conference proceedings vol:43
Conference: European marketing academy edition:43 location:Valencia date:3-6 June 2014
Abstract: This research extents our understanding of the relationship between self-monitoring and the effectiveness of emotional versus informational advertisements. More specifically, this relationship is investigated in a charity context. The results of two experimental studies in which the emotional and rational content of advertisements is manipulated show that for low self-monitors, both emotional and rational arguments are seen as valuable information and can be effective, irrespective of their degree and type of involvement. High self-monitors rely largely on the emotional content of the ad, especially under low and high emotional involvement. When high self-monitors are high rationally involved, purely rational or emotional ads can be effective, but the combination of high emotionality and high rationality leads to a decrease in ad effectiveness.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous
Odisee General

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