Before–after appeals: a dual-route effect model. Issue 2 (3rd March 2016)

• Record Type: Journal Article
• Authors: Chang, Chingching
• Is Part Of: International journal of advertising. Volume 35:Issue 2(2016)
• Page Start: 301
• Page End: 324
• Publication Date: 2016-03-03
• Subjects: anticipated happiness -- anticipatory hope -- after-use appeals -- before-use appeals -- before-after appeals -- product involvement -- product performance; Advertising -- Periodicals; 659.105
• DOI: 10.1080/02650487.2015.1022300
• Languages: English
• ISSNs: 1759-3948

Abstract

Abstract: This paper compares the effects of before–after appeals with before-use appeals, also known as problem-focused appeals, and with after-use appeals, also known as outcome-focused appeals, to demonstrate two possible routes of influence that before–after appeals may trigger. First, the before–after appeals can prompt performance-based effect processes, which enhance perceptions of product performance and encourage improved behavioural intentions. Second, they can trigger emotion-based effect processes, which arouse anticipated happiness and anticipatory hope, as well as lead to favourable brand attitudes. Studies 1 and 2 confirm the proposed model; Study 3 shows that consumers' low product involvement triggers a performance-based effect process, whereas their high product involvement triggers emotion-based effect processes.