B2B Advertising in an Emerging Economy: Rational vs. Emotional Appeals, and Gender Stereotypes

Proceedings of 19th International Business Research Conference 2012

13 Pages Posted: 18 Nov 2012

See all articles by Arun Sinha

Arun Sinha

Indian Institute of Technology (IIT), Kanpur

Neeraj Agarwal

Indian Institute of Technology (IIT), Kanpur

Johnson .

Indian Institute of Technology (IIT), Kanpur

Date Written: September 22, 2012

Abstract

This is an exploratory study about rational and emotional appeals, and the use of gender-role stereotypes, in advertisements for B2B products and services in an emerging economy. From print ads in trade journals, the authors culled data on the type of appeal – rational/emotional, the type of product or service, and the nature of gender use. Relative use of rational/emotional appeal is linked to the nature of industry, and key propositions are derived about prevailing gender stereotypes, relative use of emotional appeal in B2B, emotion in low-attention products, and in appeals by high brand-value companies.

Keywords: Marketing, Advertising, B2B

JEL Classification: M31, M37

Suggested Citation

Sinha, Arun and Agarwal, Neeraj and ., Johnson, B2B Advertising in an Emerging Economy: Rational vs. Emotional Appeals, and Gender Stereotypes (September 22, 2012). Proceedings of 19th International Business Research Conference 2012. Available at SSRN: https://ssrn.com/abstract=2177257

Arun Sinha (Contact Author)

Indian Institute of Technology (IIT), Kanpur ( email )

IIT
Kanpur, Uttar Pradesh 208016
India

Neeraj Agarwal

Indian Institute of Technology (IIT), Kanpur ( email )

Bangalore, Karnataka 560100
India
+91-9740194941 (Phone)

Johnson .

Indian Institute of Technology (IIT), Kanpur ( email )

IIT
Kanpur, Uttar Pradesh 208016
India

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
578
Abstract Views
2,036
rank
48,167
PlumX Metrics