Persuasive Communication and Emotional Appeals: The Contribution of Psychology

Most research on fashion and luxury typically relies on persuasive communication campaigns focused on the identity values of luxury. Recent studies have highlighted the potential persuasive effectiveness of alternative campaigns. Specifically, social campaigns that utilize emotions, known as emotion appeals, show great promise for marketing strategies, particularly within the realm of social media. In this chapter, various psychological theoretical models used in constructing persuasive communication messages leveraging different emotions will be discussed. The chapter critically analyzes the limitations and strengths of various conceptualizations applicable to fashion and luxury brands that promote sustainability in their strategies through social media.