A Scientific Investigation of Persuasive Appeals - Comparing the Effectiveness of Hedonistic and Virtue Ethics Messages in Advertisements

ISBN-13: 9783639106152 / Angielski / Miękka / 2008 / 96 str.

Yohan Delton

Opis

This book examines the Elaboration Likelihood Model of persuasion with reference to the use of hedonistic and virtue ethics appeals in advertising. In it, you will find a review of the relative effects of messages targeting the central and peripheral routes to persuasion. You will see an identification of the means by which researchers have typically measured the effectiveness of advertising campaigns and purchasing intentions. You will read about the advertising industrys pervasive bias towards the use of hedonistic appeals, believing that such appeals sell. You will also read about the theoretical and applied consequences of using hedonistic appeals, and will be presented with virtue ethics as a possible alternative. You will learn about a scientific investigation of the extent to which appeals consistent with hedonistic and virtue ethics value systems influence consumers preferences for a product and consumers desire to buy it. In the end, you will see a call into question of the seemingly prevalent bias of using hedonistic oriented advertising appeals, and a validation of virtue ethics as a contending value system for marketing campaigns.

O autorze

Yohan Delton, PhD, is a Psychology Professor at Brigham Young
University Idaho. He is trained as an Applied Social
Psychologist. His professional topics of interest are persuasion,
learning,risk management, social entrepreneurship,and moral
philosophy.