University of Twente Student Theses


Between Knowing and Liking a Brand: An investigation of the effects of pleasant, neutral and irritating advertising

Barendregt, AAM (2016) Between Knowing and Liking a Brand: An investigation of the effects of pleasant, neutral and irritating advertising.

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Abstract:This study investigates the effects of pleasant/humorous, neutral and irritating print advertisements for low- and high-involvement products on brand recall, recognition, attitude towards the brand/ad, source credibility and purchase intention. To date, little research has been done on this subject, which may harm the decision-making on promotion campaigns by marketers and advertising agencies, forcing them to rely on past experience and intuition rather than scientific facts (Eisend, 2009; Henderson, 2007). This paper aims to help marketers to choose the right advertisement campaign for their product. While there is a large consensus among scholars that pleasant advertising works better than neutral overall, opinions vary greatly on irritating advertising but statistical evidence to back up the claims is scarce (Fritz, 1979). This study is conducted through an online survey in the Netherlands, in which respondents had to answer questions about three different print ads (pleasant, neutral and irritating) on the levels of either low-involvement or high-involvement products. The results show that neutral advertising is actually far more useful than previously assumed, and while irritating advertising has its use, it should be used with caution as it is harmful for most of the variables measured. Also, the success of the different communication strategies does depend on the type of product it is used for, showing much higher scores for recall and recognition for low-involvement products, and a stronger negative attitude towards the ad in case of irritating ads with high-involvement products. Keywords: Advertisement, effect, brand, commercial, pleasant, humour, humor, funny, irritating, annoying, neutral, purchase intention, attitude, recall, recognition, credibility, high-involvement, low-involvement.
Item Type:Essay (Master)
1989, Nederland
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 83 economics
Programme:Communication Studies MSc (60713)
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