Background: In the current marketing landscape, the integration of emotional appeal strategies in advertising has become increasingly prevalent. Emotion marketing aims to forge a deep connection between the consumer and the brand by evoking feelings. However, the effectiveness of emotion marketing is accompanied by significant ethical considerations. These concerns include the potential for influencing attitude and perception, leading consumers to either accept or reject the stimuli they experience. As emotion marketing continues to evolve, it is crucial to address these ethical issues to ensure ethical and strategic advertising practices. Purpose: The purpose of this research is to explore the ethical considerations of emotional appeal strategies in commercials. Method: To thoroughly investigate the field, a qualitative approach was employed. This involved conducting 12 semi-structured interviews to collect detailed data. Subsequently, a coding method based on grounded theory was utilized to convey the essence of the empirical material. The resultant categories and themes derived from this coding process were then employed in the analysis. Findings: The study identifies seven main ethical considerations in emotion marketing, grouped into representation issues and emotional and cognitive effects. Representation issues include stereotypes, misrepresentation, misportrayal, and improper narration. Emotional and cognitive effects involve uncertainty, manipulation tactics, and unclear motives. These findings emphasize the need for transparency, accountability, and responsibility in advertising. Conclusions: A proposed conceptual and practical framework guides researchers and marketers in balancing emotional engagement with ethical responsibility, promoting positive social values and building consumer trust.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-130209 |
| Date | January 2024 |
| Creators | Gafor, Lana, Jansson, Mikael, Paruchuri, Sri Dheera |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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