How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers

Journal article

Czarnecka, B. and Mogaji, E. (2019). How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers. International Journal of Bank Marketing. https://doi.org/10.1108/IJBM-07-2019-0249
AuthorsCzarnecka, B. and Mogaji, E.
Abstract

Purpose: This study examined the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in order to explore how emotional meanings are transferred to consumers via advertising.
Design/methodology/approach: Study 1 employed content analysis to examine the use of emotional appeals in loan advertisements. Over 2900 editions of eight British newspapers were monitored for advertisements for loans containing emotional appeals. Study 2 employed 33 semi-structured interviews to explore consumers’ perceptions of emotional appeals in loan advertisements.
Findings: Loans were positioned as services providing relief, security, and excitement. The use of negative emotional appeals such as guilt, fear, and sorrow was sporadic. Loans that carried the most risk were advertised with positive emotional appeals the most frequently. Five dimensions of perceptions of emotional loan advertisements were conceptualised from the reported data in Study 2.
Originality: This is the first study in the UK to examine the use of emotional appeals in loan advertising and to explore consumers’ perceptions of loan advertisements featuring emotional appeals. The study identified five dimensions of perceptions of emotional appeals.

Year2019
JournalInternational Journal of Bank Marketing
PublisherEmerald
ISSN0265-2323
Digital Object Identifier (DOI)https://doi.org/10.1108/IJBM-07-2019-0249
Publication dates
Print23 Dec 2019
Publication process dates
Accepted09 Nov 2019
Deposited27 Nov 2019
Accepted author manuscript
License
File Access Level
Open
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