Effect Of Emotional State And Advertising Style And Product Involvement On Advertising

The study of the psychological effects of the advertising is focused on the study of consumer psychology and the other relation disciplines.Most of the Studies of advertising effect are focus on advertising appeals.Traditionally, depending on the demands of the different appeal way, advertising appeals are mainly divided into two kinds: Emotional appeal and Rational appeal.According to the different appeal way, the psychological reaction mechanism and the effects of the consumption of individual behavior are not the same.So according to their focus, the advertising type can also be divided into two forms:rational advertising and and emotional advertising.In addition to advertising appeals, the product involved is another factor that affecting the degree of advertising effectiveness.The degree of involvement of the different products can effect the consumer’s attitudes in two different paths to convince(center path or edge path), an then achieve the effect of advertising.However, this process is also affected by other factors,such as the consumer’s emotion state.In this paper, 376 college students were tested, we using the experiment method and questionnaire methods and using print ads and TV ads as experimental stimuli to explore the factors that can effect the advertising effectiveness.We designed two experiments to investigate the effects of different forms of advertising and the different degree of involvement on advertising effectiveness.And further more,we explore in different emotional states, the impact of the two factors affect advertising effectiveness.Firstly, the advertising effect of high involvement of the product is significantly better than the advertising effect of low involvement of the product.Secondly,the high degree of product involvement, advertising effectiveness rational advertising is better than the emotional ad.But in low degree of involvement’s product,the results reversed.Third, when consumers in a positive emotional state, advertising can achieve better results.Fourth, the interaction effect between emotional state and product involvement issignificantly.Fifth, the interaction effect between the emotional state and the type of ad is not significant. But, the interaction in emotional state, products involvement and the type of ad are significant.In summary, all the effect of emotional state and advertising style and product involvement are have significantly impact on advertising effectiveness.Therefore, when design an ad designer need to consider a variety of factors in these three areas, in order to effectively improve the effectiveness of advertising.