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Raising the appeal raises the daily cost but having a high appeal can really help you earn money. I find the best location for appeal on all of the add-ons is not maxed out, but pretty high. You just need to make sure there are enough ships that are interested in your add on so you make money.

Yeah, about 80% of full appeal seems to be best. The biggest exception is when you're on a level that requires you to have a high station rating -- having your ports at a full 100% appeal rating will make it a little easier to make everyone happy.

Ships will cycle through your ports a little bit faster when appeal is high, because they get happier faster. However, they decay more slowly when appeal is low, so if you've got a damaged port, you might turn the appeal down to keep it from blowing up as quickly.

Appeal's really complicated, but setting it high is a good general rule.