| บทคัดย่อ(English) |
This study is an experimental research. Its objectives are to comparethe effectiveness of rational appeal and emotional appeal in highinvolvement product's TV commercials on the basis of; (1) recall (2)comprehension (3) attitude toward brand and TVCs, and (4) purchase intent. One hundred samples, 50 working men and 50 working women aged rangesfrom 20-60 with monthly income 10,000 baht and above, were voluntarilyrecruited. All samples were categorized into 2 groups: two experimentalgroups viewed either rational commercials or emotional commercials andbeing the control group of each other. Each group was divided into 2sub-groups; 25 male and 25 female respondents with rational ad exposure andemotional ad exposure treatment. Frequency, percentage, mean scores and t-test were the statisticsapplied to analyze the data to SPSS window for testing all hypothesis.Results are as follows: 1. The use of emotional appeal can create greater recall inadvertisements than the use of rational appeals in high involvementproduct's TV commercials. 2. The use of rational appeals can create greater comprehensiveeffectiveness in advertisements than the use of emotional appeals in highinvolvement product's TV commercials. 3. The use of rational appeals can create greater favorable attitudeeffectiveness in advertisements than the use of emotional appeals in highinvolvement product's TV commercials, especially within male groups.Furthermore, the use of emotional appeals can create greater female'sfavorable attitude towards TV commercials than male. 4. There is no significant between the use of rational appeals andthe use of emotional appeals in creating intention to buy in highinvolvement product's TV commercials. |
