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dc.contributor.authorLwin, Michael
dc.date.accessioned2017-01-30T11:03:06Z
dc.date.available2017-01-30T11:03:06Z
dc.date.created2009-11-23T20:02:04Z
dc.date.issued2009
dc.identifier.citationLwin, Michael. 2009. The role of rational and emotional appeals on website promotion, Marketing Insights, Curtin University of Technology, School of Marketing.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/7874
dc.description.abstract

The purpose of this paper is to examine the effectiveness of rational and emotional appeals in an online context. A review of the literature revealed intangible appeals maybe more appropriate for services due to service intangibility. Using websites as cues, it compares the differences between the two appeals in the context of boutique hotels. Results indicate emotional appeals are more effective than rational appeals. Findings imply that boutique hotels should use emotional appeals online to create a point of difference, and to maximise the return from investment due to their small advertising budget. This research extends the use of emotional appeals on a new medium.

dc.publisherSchool of Marketing, Curtin Business School
dc.subjectWebsite
dc.subjectRational appeals
dc.subjectEmotional appeals
dc.subjectHotel
dc.subjectAdvertising
dc.titleThe role of rational and emotional appeals on website promotion
dc.typeWorking Paper
dcterms.source.volume2009016
dcterms.source.seriesMarketing Insights
curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing


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