The Moderating Roles of Involvement and Heuristics on Advertising Effectiveness: A Study of Financial Advertisements

Abstract

This study investigates the effect of advertisement appeals and the
moderating effects of involvement and heuristics of 50 financial
advertisements on consumers’ emotional/cognitive responses, attitude and
purchase intention in Taiwan. The findings indicate that consumers tend to
process their emotional responses first, followed by their cognitive ones
when emotional appeals are dominant. However, the process is reversed
when the cognitive messages are dominant. Between the two advertising
approaches, emotional appeal is identified to produce greater explained
variance in the advertising effectiveness. The findings also suggest that
involvement can serve as a moderator to accelerate the influence of
advertising appeal on consumer responses.
Keywords: Advertising Appeal, Attitude, Heuristics, Involvement,
Response