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
Date Written: September 22, 2012
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: Suggested Citation