Rational and emotional preferred appeals of television commercials for FMCG: Evidence from young adults in Ho Chi Minh city

Authors

  • Nguyen The Khang
    Ton Duc Thang University, Viet Nam
  • Pham Thi Bich Ngoc
    Hoa Sen University, Viet Nam

DOI:

10.46223/HCMCOUJS.econ.en.8.1.171.2018

Keywords:

advertising; FMCG; rational and emotional preferences; young adults

Abstract

This article has objectives to figure out the young adults’ preferences in advertising appeals of fast-moving consumer goods (FMCG) in Ho Chi Minh City market. The differences in rational and emotional preferences are significant between gender, age group, price segment and occupation. The finding results reflect part of Vietnamese consuming culture therefore we can come up with implications to support marketers in finding out appropriate content for their marketing strategies. Data of this research was collected via a direct survey and analyzed by the SPSS software.

Downloads

Download data is not yet available.

References

Albers, N. D. (1994). Relating Hofstede’s dimensions of culture to international variations in print advertisements: A comparison of appeals (Doctoral dissertation, the College of Business Administration University of Houston, Texas, USA).

Albers-Miller, N. D., & Gelb, B. D. (1996). Business advertising appeals as a mirror of cultural dimensions: A study of eleven countries. Journal of Advertising, 25(4), 57-70. doi:10.1080/00913367.1996.10673512

Albers-Miller, N. D., & Stafford, M. R. (1999). An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), 42-57. doi:10.1108/07363769910250769

Bouma, G. D., & Atkinson, G. B. J. (1995). A handbook of social science research. New York, NY: Oxford University Press.

Boyland, E. J., Harrold, J. A., Kirkham, T. C., & Halford, J. C. (2011). Persuasive techniques used in television advertisements to market foods to UK children. Appetite, 58(2), 658-664. doi:10.1016/j.appet.2011.11.017

Downloads

Received: 14-04-2020
Accepted: 14-04-2020
Published: 20-09-2018

Statistics Views

Abstract: 675
PDF: 764
Crossref
Scopus
Google Scholar
Europe PMC

How to Cite

Khang, N. T., & Ngoc, P. T. B. (2018). Rational and emotional preferred appeals of television commercials for FMCG: Evidence from young adults in Ho Chi Minh city. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 8(1), 37–49. https://doi.org/10.46223/HCMCOUJS.econ.en.8.1.171.2018

License

Copyright (c) 2018 Nguyen The Khang; Pham Thi Bich Ngoc

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.