This paper reviews theoretical and empirical evidence relating to the effectiveness\nof negative emotional advertising appeals in marketing. Through the\nreview of research, it figures out when and why negative emotional appeals\nwork in advertising. According to the research, the common negative emotions\nin advertisements are fear, guilt, sadness and anger. And the Elaboration\nLikelihood Model, Self-brand Connection Theory, Cognitive Dissonance\nTheory and so on are regarded as main explaining mechanisms of the effect.\nFurther, the influence factors of the negative emotional appealsâ?? effect are\nsummarized, too. Finally, this paper presents the possible ideas in future research.
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