The effect of emotional versus rational appeal in advertising on Malaysian consumers purchase intention of hybrid car

Abstract

Carbon emissions released by automobiles has spurred the invention of hybrid car as a green initiative that may solve one of the world's primary environmental problems. Numerous efforts have been undertaken by the car manufacturers to grab the market attention for hybrid cars. One of the efforts that could be considered effective is via advertising. Advertising is a powerful marketing tool to acquire consumers' attention, create product awareness, provide information, generate cues for the sales force, influence consumers' perception, and reassure consumers by confirming a purchase. However, what kind of advertising appeal is best suited to market hybrid cars to Malaysian consumers? This conceptual research paper explores two different advertising appeals, namely rational versus emotional appeal, and further hypothesises their effects on Malaysians' purchase intentions towards hybrid cars. Using an experimental design with two types of Toyota Prius advertisements as stimuli, this research investigates the relationships between consumers' perceived psychological risk, financial risk, performance risk, and environmental concern on their purchase intention of hybrid cars when different appeals are used in the hybrid car advertisements. This research is significant for marketers in the automobile industry, as it may emphasise the importance of a proper choice of advertising appeal in constructing a marketing plan for hybrid cars in Malaysia. © 2006-2016 Asian Research Publishing Network (ARPN).