Article2012

"THE EMOTIONALLY CHARGED ADVERTISEMENT AND THEIR INFLUENCE ON CONSUMERS' ATTITUDES"

Muhammad Abdullah Khan Niazi · Sadia Aziz

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

It is a common belief that emotional content in advertising can persuade brand favorability even when rational content has no effect. Emotion is a main factor that holds an important position in advertising. This study investigates the role of emotional elements in advertisement influencing consumer attitude towards the advertisement, brand and how these in turn affect the purchase intention. Three aspects of emotions, including love, fear and information in advertisements have been considered. The data was analyzed through several statistical tools including one sample Kolmogrove Smirnov test, ANOVA test and Regression analysis. Results of the study show positive significant relationship between emotional advertisements but insignificant with informative (neutral emotion) advertisements. There is also a positive significant relationship between attitude toward emotional advertisement and attitude toward brand and that a positive attitude towards a brand leads to purchase intention.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1997Measuring Emotions in the Consumption Experience 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1963An Investigation of the Relationships between Beliefs about an Object and the Attitude toward that Object 1995Brand Equity, Brand Preference, and Purchase Intent 1981A categorized list of emotion definitions, with suggestions for a consensual definition 1987Affect intensity as an individual difference characteristic: A review

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