Examining the Moderating Role of Rational-Versus Emotional-Focused Websites: The Case of Boutique Hotels

This article examines whether emotional or rational advertising appeals are more effective for website hospitality services. Specifically, it considers how attitudes towards websites, service expectations and attitudes towards boutique hotels may influence the two different types of advertising appeals and purchase intention. Results show that websites using emotional appeals tend to show a positive relationship between attitude towards hotels and attitude towards websites and purchase intention. It also indicates that emotional advertisements are better at gaining and retaining interest and attention, and as such can be highly beneficial for small boutique hotels. This article provides several marketing and business policy implications to aid practitioners and strategists in making better decisions

Emotions, attitudes and memorability associated with TV commercials

This paper aims to identify the effect of selected advertising on consumers by assessing their emotions, attitudes, understanding and memory. An online survey combined with experimentation design was conducted among people aged 20 or over. Four selected TV commercials were used in the experiment, and the measurements of emotions, attitudes and memorability were calculated based on variables derived from previous studies. A final sample of 120 respondents was used for analysis. The result shows that different levels of emotions such as warmth, love, longing and desire, happiness and amusement were elicited by different TV commercials. The most memorable advertisements were those that evoked the most positive feelings and were the best understood. However, in this study none of the commercials scored higher than three out of five for memorability. This reflects an overload of media exposure in modern society, meaning that most advertisements have limited impact. Age was found to significantly affect a person's interpretation and emotional experience of a TV commercial