Title: Negativní emocionální apely v reklamě: vizuální pozornost a vnímání
Authors: Petrová, Tereza
Novák, Michal
Bažantová, Simona
Gunina, Daria
Citation: Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2020, roč. 10, č. 2, s. 24-35.
Issue Date: 2020
Publisher: Západočeská univerzita v Plzni
Document type: článek
URI: http://hdl.handle.net/11025/42378
ISSN: 1805-0603
Keywords: reklamy;inzerce;strach odvolání;eye-tracking;odvolání viny
Keywords in different language: advertisement;commercials;fear appeal;guilty appeal;eye-tracking
Abstract in different language: The main goal of this research is to analyse how Millennials perceive negative emotional appeals in audio-visual commercials. It is an important topic since these appeals can have a very significant effect on consumers and should not be used carelessly. The results bring interesting information useful for everyone who would consider using negative emotional appeals. The results show that men are more able to accept the depiction of an unpleasant situation within the commercial. Furthermore, it shows that if the threat displayed in the ad is considered probable, there is a greater chance that it will affect the viewer. The results bring new knowledge about the perception of ads with negative appeals and can be beneficial for companies that are considering their use. It also brings knowledge about the perception of advertising millennials, which can be beneficial for companies that target this consumer segment.
Rights: © Západočeská univerzita v Plzni
Appears in Collections:Číslo 2 (2020)
Číslo 2 (2020)

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