Proceedings of 5th Asia-Pacific Business Research Conference
17 - 18 February, 2014, Hotel Istana, Kuala Lumpur, Malaysia, ISBN: 978-1-922069-44-3
The Effectiveness of the Emotional Contents and the Rational
Information in Tvcms
Sayaka TOKITA* and Yukihide Mitsui*
There are many TVCM that we do not know what it solicits immediately. We define such TVCM as “image
advertisement” and, on the other hand, an advertisement including the explanation about the product as
“informative advertisement.” These advertisements are different from each other in terms of their contents
and methods. While Haskins (1964) insists that the rational information has a smaller effect on the consumer
attitude change than the emotional content. Jones (1990)’s experiments implies that the informative
advertisement including the rational information increases the consumer knowledge and changes his attitude
successfully. In view of the situation, the following research question has been left unsettled: which of the
image advertisements and informative advertisement is more important especially in TVCM?
To answer the question, we focus on both the pre-stage and post-stage of the consumer’s attitude formation
or change. Similarly, we adopt the musicality and story in the image advertisement as emotional contents
and the product information in the informative advertisement as rational information. In this way, we sets the
hypotheses about how these characteristics of the two advertisements influence the pre- and post-stage of
consumer’s attitude formation.
For the empirical test, we conducted the experiments in October 18, 2012 and collected data. As a result of
the analysis, three main findings have obtained. Firstly, it is revealed that the musicality and the story (i.e.
emotional contents) in the advertisements have positive influences on the both pre- and post-stage of
attitude formation. Secondly, the product information (i.e. rational information) has a positive influence only
on the post-stage of attitude formation. Lastly, the interaction of the emotional content and rational
information has negative influence on the both pre- and post-stage of attitude formation.
Name of the track: Marketing
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Miss Sayaka TOKITA*, * Department of Marketing and Distribution, Tokyo Keizai University
Mr. Yukihide MITSUI*, * Department of Marketing and Distribution, Tokyo Keizai University
E-mail: sayaka.tokita.78@gmail.com (Miss Tokita as a corresponding author)
Telephone (Fax) Number: +81-80-2345-5641, 3-11-13-203, Minami-cho, Kokubunji-shi, Tokyo 185-8502, Japan.