| Journal Call no. | P92.A7M45 |
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| Author | Chan, Kara. |
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| Article Title | Gender a major factor in consumer response to advertising on TV / Kara Chan. |
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| Is Part Of | Media : Asia's media & marketing newspaper ; 15 Dec 1995, p.14. |
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| Abstract | Both informative and emotional appeals are adopted by advertisers to communicate product features as well as user experience and feelings. The r̀€ational' approach focuses on the persuasive power of argument or reason. On the other hand, the è€motional' approach focuses on the creation of feelings that can ultimately influence consumers' attitudes and behaviour. |
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