Investigating the Effect of Advertising on Emotional Reactions of Customers (Case Study: Branches of Parsian Bank in Tehran)

Abstract

At the current word and in the industrial and even post-industrial age, advertising is a need. Advertising mixed of science and art can be called also as miracle industry and an industry, which can recover the industry and can also destroy industry, if it is used in wrong way. Commercial advertising, with use of modern media that are being more variable and effective over the time with wonderful speed, is not a simple marketing or notification to link consumers and suppliers anymore and is in fact a reality that can leave deep and fundamental effects on domains of human social life and on human. Therefore, the present study has investigated the effect of advertising on emotional reactions of customers in branches of Parsian Bank in Tehran. Statistical population in this study consists of customers of all branches of Parsian Bank in Tehran. Using Morgan table, 146 people were selected as sample using simple random sampling method. Data analysis was done using SPSS22 and Lisrel8.8 software. The results of the study showed that there is significant correlation between advertising and emotional reactions of customers. Moreover, the results showed that there is significant correlation between brand promotion in advertising, related news in advertising, and empathy in advertising, familiarity with advertising, confusion in advertising, and entertainment in advertising with customer emotional reactions. Moreover, there is significant correlation between enjoyable emotional reactions of customers to advertising and advantage-based value and hedonic value.