The relative values of positive and negative advertising appeals as measured by coupons returned

Abstract

Comparing 117 pairs of advertisements for manufactured products and educational courses on a basis of number of coupons returned and cost per coupon, it was found that (1) there is no evidence favoring positive as against negative advertising appeals, (2) the variations within positive or negative types of appeals are far more important than the differences between the types, and (3) the most effective kinds of appeals for each product should be individually determined. (PsycINFO Database Record (c) 2016 APA, all rights reserved)