Feeling grateful versus happy? The effects of emotional appeals in advertisements on self-made products

Arnold Japutra, Felix Septianto, Ali Selcuk Can

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


Increasingly, researchers are putting their efforts into understanding more about self-made products (e.g. reasons for purchasing these type of products). Nevertheless, it remains poorly understood as to how to effectively promote such products. Understanding whether using emotions (e.g. gratitude) in an advertisement may increase the effectiveness of advertising is still open to debate. Based on the cognitive theory of emotions, in the present study, the effect of emotional appeals on purchase intentions is explored through three experiments. Study 1 examines the effect of gratitude (vs. no-appeal) on consumer's click through behavior for self-made products. The results show that gratitude appeal poses a stronger effect on consumers' click through behavior for self-made products as opposed to no appeal. Study 2 provides further evidence of the gratitude effect (versus happiness, no-appeal) on purchase intention for self-made products in comparison to pre-made ones. Finally, Study 3 establishes desire to put in more effort as an underpinning mechanism for gratitude appeal and adds level of effort as a moderator. The findings suggest that marketers should incorporate gratitude appeal into their advertisements to increase consumers' purchase intentions by stimulating the desire to put in more effort.

Original languageEnglish
Article number103091
JournalJournal of Retailing and Consumer Services
Publication statusPublished - Nov 2022


  • Effort
  • Emotions
  • Gratitude
  • Happiness
  • Self-made products


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