Before–after appeals: a dual-route effect model

Abstract

This paper compares the effects of before–after appeals with before-use appeals, also known as problem-focused appeals, and with after-use appeals, also known as outcome-focused appeals, to demonstrate two possible routes of influence that before–after appeals may trigger. First, the before–after appeals can prompt performance-based effect processes, which enhance perceptions of product performance and encourage improved behavioural intentions. Second, they can trigger emotion-based effect processes, which arouse anticipated happiness and anticipatory hope, as well as lead to favourable brand attitudes. Studies 1 and 2 confirm the proposed model; Study 3 shows that consumers' low product involvement triggers a performance-based effect process, whereas their high product involvement triggers emotion-based effect processes.

Keywords:

• anticipated happiness
• anticipatory hope
• after-use appeals
• before-use appeals
• before-after appeals
• product involvement
• product performance

Acknowledgements

This work was supported by Ministry of Science and Technology [MOST-102-2410-H-004 -213 -SS3].

Disclosure statement

No potential conflict of interest was reported by the author.