Impact of Advertising Appeals on Purchase Intention

Predrag Jovanović · Tamara Vlastelica · Slavica Cicvarić Kostić

42 citations0/0 files storedManagement Journal of Sustainable Business and Management Solutions in Emerging Economies

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Companies use various appeals in their advertising practice to impact consumers' attitudes and purchase intention by an advertisement.Advertising appeals can be divided into rational or emotional, depending on whether companies want to influence the rational or the emotional motives of the consumer to purchase of the advertised product.Since there is no general pattern for the use of appeals and the success of an advertising message, this study aims to explore the impact of the emotional and rational advertising appeals on the purchase intention.The results of the empirical research, conducted using the focus groups method, are shown in this paper and the focus group participants were members of the student population.The research results indicate that different advertising appeals may have a different impact on the consumer's purchase intention; in case of women, the emotional appeal has a stronger impact while for men it is the rational appeal, while "fear appeal" proved to be effective to a certain point, after which it causes selective perception and rejection.This implies that depending on the product, its purpose and target group, advertisers can choose the type of appeal, combination of the appeals and their creative presentation, based on the empirical confirmation of the efficiency the approach.

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References

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2023Elucidating the role of consumer decision making style on consumers’ purchase intention: The mediating role of emotional advertising using PLS-SEM 2019The effects of advertising appeals on consumers’ behavioural intention towards global brands 2021The impact of advertising creativity on purchase intention in the airline industry: A stimulus-organism-response (S-O-R) perspective

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