Advertising appeals are central to the effectiveness of advertising and have been studied extensively. However, past research has focused primarily on examining the effects of one or another type of appeal on consumers, and little is known about the concept of an advertising appeal itself. As part of a broader program intended to address this gap, this paper examines the role of underlying motivational forces in the development of consumer attributions regarding advertising appeals. More specifically, we are centrally concerned with examining under what conditions emotion states, personality traits, and underlying motivations may lead to product judgements and subsequent (purchase) behaviour.
This paper examines the role of affect in marketing positioning strategy and individual positioning judgements. We examine affect in both the marketing and positioning literatures and argue that vestiges of the dual mind perspective are alive and well in positioning. Viewing 'thinking' and 'feeling' as entirely separate (as in utilitarian vs. hedonic product distinctions) runs counter to advances in neuroscience and devalues individual differences and brain functioning. As a result of our own coding of positioning dimensions, we advocate for a greater understanding of the complex interplay between affect and cognition in positioning strategy and judgements.