$()$ Mentoring Moment: Type of Message Appeals

Choosing the type of message appeal can have a large influence on how the consumer interprets the message. Therefore, it is important to understand characteristics of different types of message appeals.

Drag the message appeal to the most appropriate characteristic of that appeal.

Can cause source derogation if competition is discussed in a negative way

Should only focus on minor product attributes that may present a problem

Works best when the product itself is related to this message appeal

Can be successful by inhibiting counterarguments