The emotional appeal of hope and the effects of logo in cause-related marketing

This research experimentally investigates the interactive effects between two different types of hope and logo existence on advertising effectiveness. In particular, this study explains distinct hope types using a regulatory focus and examines whether the interaction of hope types and the pink ribbon logo impacts consumers’ positive attitude toward the advertisement and the brand, and their purchase intention. Results reveal that a promotion hope focused advertising yields positive consumer attitude toward the advertisement when the advertisement deploys the pink ribbon logo. On the contrary, consumer attitude toward the advertisement was more favorable to a prevention hope focused advertising message when it did not display the pink ribbon logo. Implications and future research suggestions are provided.