The impact of emotional advertising on consumer buying behavior for apparel products in gujranwala
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Despite a growing interest in services marketing as a research topic, the communication of service quality is relatively unexplored. The goal of this study was to shed some light on the relative… Expand Show
The Power of Feelings in Understanding Advertising EffectsThis research investigates the role of feelings in understanding advertising effects. We conducted two studies to examine (1) whether feelings occur as a result of viewing television commercials, (2)… Expand
Emotional Branding Pays Off
ABSTRACT Emotional branding is defined here as the consumer's attachment of a strong, specific, usage-relevant emotion—such as Bonding, Companionship, or Love—to the brand. The present large-scale… Expand This paper argues that thought is a necessary condition of emotion. It therefore opposes the •stance taken by Zajonc, which reflects two widespread misunderstandings about what is meant by cognitive… Expand
This study was conducted to identify the impact of emotional advertising on consumer buying behavior. The research is limited to high involvement products specifically home appliance brands. It also aims to assess the most influential advertising appeal that impacts the buying decision of the consumers. A quantitative approach was used, and the questionnaire-based survey was conducted using a sample size of 200 respondents and their response to different appeals like love, humor, happiness and excitement were recorded. The hypothesized model has been tested using factor analysis and structural equation modeling (SEM). The results show a positive impact of emotions like love, humor and happiness in influencing the purchase intention of the consumers. The paper confirms the positive relationship between emotional advertising and consumer buying behavior with respect to the home appliance brands. DOI: https://doi.org/10.5296/bmh.v7i1.14410 Refbacks
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Home Books Audiobooks Documents What is the impact of emotional advertising on the consumer?Your audience is more likely to trust you if you appeal to their emotions because it makes your brand more relatable. It means that they're more likely to engage with your brand, resulting in stronger customer loyalty even after you've closed the sale.
How does emotion affect the buying behavior of a customer?The richer the emotional content of a brand or product's mental representation, the more likely the shopper will buy and the consumer will become a loyal user. We all know that emotion can be communicated effectively in advertising and that this attraction is emotional, more than it is rational.
What role does emotion play in advertising?Emotional advertising can be used to elicit an emotional response such as happiness, fear or anger in a consumer, which means the ad has a good chance of being remembered. Used effectively, emotional advertising can lead to more social shares and product purchases.
Which emotions are used in advertising to persuade consumers?25 Types of emotional appeal advertising. Happiness. Customers who experience happiness while viewing an advertisement may make a purchase to continue feeling positive. ... . Sadness. ... . Humor. ... . Anger. ... . Compassion. ... . Fear. ... . Adventure. ... . Music.. |
