On the basis of a large and unique dataset using comparative meta-analysis, this study provides measures of the relative impact of seven types of appeals. Meta-regression was used to test whether certain moderators can explain the variability in effect sizes.
Among the conclusions:
- The overall correlation between message appeal and consumer response was positive.
- The study found notable and significant differences among the seven appeals; the effect of sex appeal was the highest, followed by humor and comparative appeals.
- All else being equal, consumers responded to emotional appeals more favorably than to rational appeals.
- Television advertising influenced advertisement liking more than magazines, newspapers, and radio in all significant models.
- More recent studies obtained greater positive attitudes.