Exploring a New Typology of Emotional Appeals: Basic, versus Social, Emotional Advertising

摘要: Abstract This study examines a new typology of emotional appeals in terms consumers' similarity response. Basic emotions are universal due to their being instinctual biological reactions shared by all human beings. Alternatively, social culturally specific because they the acquired at later stage development. found generate more similar and evaluative responses consumers compared appeals. Thus, this suggests that basic can be used capitalize on similarity, while uniqueness, among consumers.