Marketing Risk: Emotional Appeals Can Promote the Mindless Acceptance of Risk

2010 ◽  
pp. 61-80 ◽  
Author(s):  
Ross Buck ◽  
Whitney A. Davis
Keyword(s):  
Marketing Risk ◽  
Emotional Appeals

Risk communication: The roles of message appeal and coping style

2017 ◽  
Vol 45 (5) ◽  
pp. 773-784 ◽  
Author(s):  
Mikyoung Kim ◽  
Yoonhyeung Choi
Keyword(s):  
Risk Perception ◽  
Risk Communication ◽  
Coping Style ◽  
Coping Styles ◽  
Message Processing ◽  
News Stories ◽  
Emotional Appeals ◽  
Main Effect ◽  
Message Appeals ◽  
And Coping

We examined the main effect of message appeal (emotional and logical) and coping style (monitors and blunters) and the interaction effect between the two on risk message processing outcomes. Participants were 74 U.S. undergraduate and graduate students who read news stories about tornadoes, then rated their risk message processing outcomes. Results showed that emotional appeals led to a higher risk perception, probability of risk occurrence, and more accurate recognition memory than did logical appeals. Further, we found significant interaction effects between message appeal and coping style on risk perception. When message appeals were emotional, monitors perceived a higher risk and probability of risk occurrence than did blunters; however, when message appeals were logical, this difference between monitors and blunters disappeared. The findings suggest that (a) emotional appeals should be included in risk communication and (b) coping styles should be considered in effective risk communication.

scholarly journals Power, the Pacific Islands, and the Prestige Press: A Case Study of How Climate Reporting is Influenced by UN Framework Convention on Climate Change Summits

2021 ◽  
pp. 194016122110180
Author(s):  
Meghan M. Shea ◽  
James Painter ◽  
Shannon Osaka
Keyword(s):  
Climate Change ◽  
Media Coverage ◽  
Pacific Islands ◽  
Structured Interviews ◽  
The Pacific ◽  
Emotional Appeals ◽  
Issue Attention ◽  
Quantitative Results

While studies have investigated UN Framework Convention on Climate Change (UNFCCC) meetings as drivers of climate change reporting as well as the geopolitical role of Pacific Islands in these international forums, little research examines the intersection: how media coverage of Pacific Islands and climate change (PICC) may be influenced by, or may influence, UNFCCC meetings. We analyze two decades of reporting on PICC in American, British, and Australian newspapers—looking at both volume and content of coverage—and expand the quantitative results with semi-structured interviews with journalists and Pacific stakeholders. Issue attention on PICC increases and the content changes significantly in the periods around UNFCCC meetings, with shifts from language about vulnerability outside of UNFCCC periods to language about agency and solutions. We explore the implications of these differences in coverage for both agenda setting and the amplification of emotional appeals in UNFCCC contexts.

Using rational and emotional appeals in online advertisements for Muslim customers

2014 ◽  
Vol 5 (1) ◽  
pp. 97-124 ◽  
Author(s):  
Mehdi Behboudi ◽  
Hossein Vazifehdoust ◽  
Kobra Najafi ◽  
Mina Najafi
Keyword(s):  
Latent Variables ◽  
Online Advertising ◽  
Product Involvement ◽  
Content Type ◽  
Factors Affecting ◽  
Advertising Appeals ◽  
Emotional Appeals ◽  
Advertising Strategies ◽  
Larger Sample ◽  
Selection Of

Purpose – The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran. Design/methodology/approach – By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants. Findings – Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign. Research limitations/implications – The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size. Originality/value – This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.

scholarly journals Risk Analysis of Vegetables Marketing in Rwanda, A case of carrots and cabbages produced in Rubavu District and supplied across the country

2020 ◽  
Vol 56 (2) ◽  
Author(s):  
Jean Jacques KUBWIMANA
Keyword(s):  
Risk Analysis ◽  
Linear Regression Analysis ◽  
Secondary Data ◽  
Primary Data ◽  
Risk Level ◽  
Bivariate Analysis ◽  
Market Demand ◽  
Contractual Arrangements ◽  
Marketing Risk ◽  
Storage Network

Due to the perishable nature and biological nature of the production process there is difficulty in scheduling the supply of vegetables to market demand. The vegetables are subjected to higher prices and quantity risks with changing consumers’ demand and production conditions. The core focus of this study was to reach, measure, and analyzing the marketing risk level of vegetables produced in Rubavu District, Rwanda. The study based on a survey of 90 vegetable sellers. At least 30 couple of wholesalers and middlemen visited Rubavu District to trade the vegetables for various retails. Primary data collected through structured questionnaires and secondary data sources used. A Five-point Likert associated with the bivariate analysis was used to rank the risk level while the full model of Linear Regression Analysis and factor analysis were used to identifier the majors’ factors associated with the risk in vegetable marketing in Rwanda. The mean score results derived based on Likert-Scales, indicated that “low seasonal product prices, weak market channels, poor logistics, and market communications, poor product handling and packaging, lack of storage and higher perishability’ identified to be the most important sources of risk. Therefore, the use of forwards’ contracts; getting market information, sell at crude prices due to perishability, contractual arrangements, maintaining good relationships and restoring the storage network system were of significant concerns for overcoming the recognized risks.   Keywords: Risk, Risk analysis, Likert Scale, Marketing risk, Vegetable Marketing risk, and Risk Management.

scholarly journals Emotionalization and Privatization of Political Communication on Facebook

2021 ◽  
Vol 11 (22) ◽  
pp. 3-23
Author(s):  
Milica Vučković ◽  
Tanja Oblak Črnič
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Quantitative Analysis ◽  
Political Communication ◽  
Longitudinal Analysis ◽  
Private Life ◽  
Personal Life ◽  
Political Issues ◽  
Emotional Appeals ◽  
Political Figure

Social media are usually accused of being one of the major forces for personalization of ‏political communication and consequently for depolitization of recent politics. However, personalization ‏seems to stimulate certain users to pay more attention to political issues and to act more responsively to ‏such highly personalized political profiles. This article presents the results of a longitudinal analysis of ‏online presence of Barack Obama to assess his political communication through Facebook. It also answers ‏if presence of emotional appeals and private life cues in the posts have any effect on users’ responses in‏ terms of numbers of their likes, comments and shares. Based on a quantitative analysis of 2804 Facebook ‏posts, published in the period from 2008 to 2016, the results of content analysis revealed that Obama ‏used his Facebook fan page almost exclusively to communicate about political issues instead of his ‏personal life. The analysis also confirmed that a smaller number of posts, which contained emotional ‏appeals or cues from private life had significantly higher numbers of users’ responses than posts that ‏were not emotionalized or privatized. While personalization of Obama’s political figure is part of a wider‏ debate, this study confirms that the presence of private cues and emotional appeals stimulates greater‏ responsiveness from Facebook users.

scholarly journals Big data and Belmont: On the ethics and research implications of consumer-based datasets

2021 ◽  
Vol 8 (2) ◽  
pp. 205395172110481
Author(s):  
Remy Stewart
Keyword(s):  
Social Sciences ◽  
Big Data ◽  
Social Science Research ◽  
Research Participant ◽  
Science Research ◽  
Business Practices ◽  
Ethical Challenges ◽  
Marketing Risk ◽  
Brokerage Firms

Consumer-based datasets are the products of data brokerage firms that agglomerate millions of personal records on the adult US population. This big data commodity is purchased by both companies and individual clients for purposes such as marketing, risk prevention, and identity searches. The sheer magnitude and population coverage of available consumer-based datasets and the opacity of the business practices that create these datasets pose emergent ethical challenges within the computational social sciences that have begun to incorporate consumer-based datasets into empirical research. To directly engage with the core ethical debates around the use of consumer-based datasets within social science research, I first consider two case study applications of consumer-based dataset-based scholarship. I then focus on three primary ethical dilemmas within consumer-based datasets regarding human subject research, participant privacy, and informed consent in conversation with the principles of the seminal Belmont Report.

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