Emotional Advertising Research Articles

Exploring Emotional Triggers in Advertising: A Study of Consumer Buying Behavior in Kathmandu Valley

This study aims to analyze the impact of emotional advertising on consumer buying behavior in Kathmandu Valley. An explanatory research approach is used for the study, employing convenience sampling under the non-probability sampling technique. To gather information from 412 respondents, structured questions and the KOBO toolbox are used. For data analysis, both descriptive and inferential analyses are employed. Findings reveal that emotions such as happiness, excitement, and humor are powerful tools in advertising. They help build trust, shape consumer perceptions, and influence buying behavior. However, challenges such as the gap between promises and delivery and the lack of creativity can hinder the effectiveness of emotional ads. To overcome these challenges, realistic advertisements that showcase the product accurately and creative approaches should be utilized to create a stronger impact on consumers' purchasing decisions.

Investigating the moderating role of altruistic beliefs on negative emotional appeals in digital charity advertising: A study on guilt, shame, and donation intention among Indonesian donors

The rising demand for charitable organizations is fueled by increasing numbers of people in need, growing inequalities, and crises such as wars, natural disasters, and inflation. Charities face the challenge of securing sufficient funding, worsened by increased competition and a decline in public donation behavior. Developing new marketing strategies is crucial, particularly leveraging social media in the digital age. While previous research underscores the persuasive power of emotional advertising, gaps remain in understanding which emotions most effectively drive donation intentions. This thesis explores the impact of emotional advertising appeals in digital charity marketing campaigns on donation intention, investigating whether positive or negative appeals are more influential. Additionally, it examines gender differences in altruism and how altruistic values moderate the effects of negative emotional appeals on guilt and shame. An experimental research design was used, with a between-subject design involving three groups exposed to positive, negative, or neutral advertising stimuli. The sample consisted of 200 respondents over 18 years old, representative of the Indonesian population. Participants were randomly assigned to groups and answered questions on donation intentions, altruistic values, emotional reactions, and demographics. Statistical analysis revealed that positive and negative advertising appeals elicit different emotions. Surprisingly, no significant difference was found between positive and negative appeals on donation intention, suggesting emotional orientation does not influence donation intentions. The study also found stronger altruistic beliefs in women and that altruistic values amplify guilt and shame in response to negative emotional appeals.

Study on the Psychological Effects of Intangible Cultural Heritage Advertising with Different Degrees of Situational Involvement.

This review addresses the issues of low consumer engagement and market development difficulties in intangible cultural heritage (ICH) products. Dietary ICH products are selected as research materials to discover contemporary commercial survival paths for ICH through the psychological effects of advertising. Firstly, this study examines the respective advantages of rational and emotional ICH advertisement in terms of emotional responses, cognitive responses, attitudes, recall, and recognition. Then, it explores the effects of different ICH advertisement types (rational advertisement, emotional advertisement) and different degrees of situational involvement (purchasing for oneself, purchasing gifts for others) on the advertising effectiveness, aiming to identify factors influencing the psychological effects of ICH advertisement. Through statistical analysis, the main conclusions are as follows: (1) Rational ICH advertisement prompts consumers to consider the actual attributes of ICH products, leading to a more positive purchasing attitude. (2) Emotional ICH advertisement is more effective in eliciting positive emotions from consumers and enhancing brand memory. (3) Under the scenario of purchasing a gift for others, emotional ICH advertisement has a more positive impact on consumers' attitudes towards advertising. (4) Under different degrees of situational involvement, rational ICH advertisement has a more positive impact on consumers' purchasing attitudes. This study not only provides guidance for optimizing ICH advertising strategies but also offers new directions for market expansion, contributing valuable insights into cultural heritage preservation, as well as the development and protection of ICH.

Advertising Appeal and Emotional Awakening: The Influence of Rational and Emotional Beauty Advertisements on Consumer Purchase Intention

Advertising Appeal and Emotional Awakening: The Influence of Rational and Emotional Beauty Advertisements on Consumer Purchase Intention

Impact of Emotional Marketing on Consumer Decision Making :A Review

Emotional marketing is the practice of marketers using a variety of strategies to arouse consumers' emotions and persuade them to purchase goods or services. Emotional advertising is a subset of emotional marketing. When we talk about the theme of emotion in advertising, we usually think of advertisements with adorable newborns or playful puppies. Emotional marketing is defined as anything that convinces the consumer to purchase the goods while simultaneously bringing tears or joy to their eyes. This idea has gained traction in recent years as marketers have realized that evoking strong feelings in exposed customers encourages not just in-store purchases but also advertising memory and brand loyalty. A review of a few studies conducted in this field is presented in this study. This essay seeks to determine if buyers are rational decision-makers, emotionally invested in the goods, or both. This idea is not going away, even though it is still developing. Emotional marketing constitutes a strategic approach employed by marketers to elicit a spectrum of emotions in consumers, influencing their decision to purchase products or services. It encompasses a range of techniques aimed at resonating with the audience on an emotional level. Within this broader concept, emotional advertising emerges as a specific subset, often characterized by heartwarming visuals like newborns or endearing animals. The core objective is to not only persuade consumers to make a purchase but to simultaneously evoke feelings of joy or sentimentality. This approach has gained substantial momentum in recent years as marketers recognize its potential to not only drive in-the-moment sales but also foster lasting brand loyalty and create memorable advertising experiences. The essay at hand delves into a compilation of studies within this domain, seeking to ascertain whether consumers are primarily rational decision-makers, emotionally connected to products, or a combination of both. Despite its evolving nature, the enduring relevance of emotional marketing indicates that the strategy, designed to tug at consumers' heartstrings, is poised to remain a pivotal force in the realm of marketing and consumer behavior.

Research on the Influence of Advertising Content on Consumer Purchasing Behavior Based on Elaboration Likelihood Model (ELM)

Advertising content is the foundation of advertising. Advertising content contains a lot of information and experience to convey to the consumer. How consumers deal with advertising content cognitively will affect the effectiveness of marketing personnel in delivering advertisements to consumers and lead to changes in purchasing behavior. This literature review studies the cognitive processing of consumers' four types of advertising content (informational advertising, comparative advertising, emotional advertising, social responsibility advertising) based on Elaboration Likelihood Model (ELM), and studies their impact on consumers' purchasing behavior. ELM points out two cognitive processing routes, namely the central route and the peripheral route. According to research, informational advertising and comparative advertising use the cognitive processing approach of the center route. Emotional advertising and social responsibility advertising are processed by consumers using peripheral routes. The research finds that informational advertising and comparative advertising participate in the cognitive processing of consumers through the central route. The characteristics and information about the product in the advertising content will affect the cognition, and ultimately affect the consumer's purchase intention. Emotional advertising and social responsibility advertising participate in the process through the peripheral route. These ads can influence consumers' impressions of brands and, ultimately, purchase intentions.

Perception of Emotional Marketing Strategies in Shaping Consumer Behaviour

This kind of marketing involves using various techniques to arouse people's emotions and persuade them to buy various goods or services. Emotional advertising is a part of emotional marketing. The vital role that emotive marketing techniques play in influencing consumer behavior. This study explores the complex relationships between customer perceptions and the emotional appeal ingrained in marketing techniques, as firms increasingly understand the significance of emotional linkages in marketing. Emotions play a big role in purchasing decisions. Decisions and choices are influenced by both reasonable and emotional factors in social and professional contexts. This essay explores the relationship between consumer behavior and emotional marketing, as well as the impact that emotions have on customers' dynamic lives. Using a survey, 190 instances of different types of sentiments were randomly collected in order to understand the customers' responses to them. The questions focused on what emotions meant to them in certain situations, what kinds of emotions they experienced often, and how they felt after making a purchase. Based on the evaluation outcomes, it was discovered that emotions have a big role in customer behavior; in addition, it depends on their current mental state and past experiences. Even though it was shown that emotions affect customer behavior, the evidence was entirely emotive since everyone experiences emotions differently based on their daily interactions. Ensuring that every client's emotional requirements are met is almost impossible.

The semiotics of emojis in advertising: An integrated quantitative and qualitative examination of emotional versus functional ad dynamics

AbstractIn today's marketplace, consumers encounter a multitude of advertisements incorporating emojis. This research undertook two complementary studies to assess how individuals appraise emotional versus functional advertisements containing emojis, examining outcomes like processing fluency, claim believability, attitude toward the ad, and purchase intention. Study 1 employed a factorial design, resulting in four experimental conditions: emotional ads without emojis, functional ads without emojis, emotional ads with emojis, and functional ads with emojis. Study 2 delved deeper, offering a qualitative exploration of consumer perceptions and sentiments concerning emojis in advertising contexts. Grounded in the Emotion as social information theory, results indicated that within the sports drink advertising domain, emotional advertising without emojis led to enhanced ad and brand attitudes, purchase intentions, claim believability, and information processing when contrasted with conditions incorporating emojis.

Female Empowerment on International Women's Day 2023 Ads: Critical Discourse Analysis of Mercedes-Benz “Be One of Many”

Female representation in the media had been drastically changed as the women empowerment was put into the spotlight in international society, including the Western countries. The feminism movement had stimulated various creative content, including in the emotional advertisements where brands were trying to build a closer relation with their customers instead of the usual hard-selling ads. Femvertising was one of the products of women empowerment in the creative industry; in short, it referred to advertisements made with messages to support girls and women. This study was aimed to find out the discourse strategies of current femveritising in conveying female empowerment message. this article conducted a qualitative study of video ads by Mercedes-Benz titled “Be One of Many” and the findings were presented in descriptive format. The data analysis was conducted by using Sara Mills’ model of Critical Discourse Analysis. The findings showed that the 2023’s International Women’s Day femvertising put women as their main subjects and also conveyed a specific “women support women”. In conclusion, current femvertising’s aim went beyond empowering oneself to be better than others or to be either the first or only woman in a profession or field, instead women should empower each other so that more women would achieve their dream and success even in the fields that are still dominated by men.

Elucidating the role of consumer decision making style on consumers’ purchase intention: The mediating role of emotional advertising using PLS-SEM

The whole purpose of the present research was to advance the comprehension of the mediating effect of emotional advertising on consumer decision-making style and purchase intention. A conceptual framework showing linkages among variables, based on past literature was made which is tested with Partial Least Squares (PLS) procedure on data acquired through a survey based on the structured questionnaire that yielded 525 respondents across India. For stimulation purposes, we selected the ten most watched advertisements on YouTube in India in a month. It was found that customer style inventory (CSI) influences purchase decisions. It was also found that customers’ responses towards emotional advertising and the attitude that develop through that are mediating consumer decision-making style and purchase intention. More research is required to find the degree of influence on each consumer's decision-making style through emotional advertising. It is also necessary to conduct research separately across different industries. The findings propose that the relationship between consumer style inventory (CSI) is seen to influence purchasing intention. Further, their response toward emotional advertising and the consequent attitude that develops mediate their consumer decision-making style and purchase intention (PI) can be influenced and mold the attitude of consumers by using emotions in advertising. Moreover, the effect of response towards emotional advertising is the same in both utilitarian and hedonic products which implies, that if a customer is going to respond positively towards emotional advertisement, he will have a positive attitude towards the brand and will show purchase intention. This research study is the first written endeavor to use PLS to test the linkages and mediation effect between CSI and PI.

E-Government Implementation and Citizen Satisfaction in UAE

The growth of the batik industry in Malaysia is affected by fierce competition and less exposure of society to traditional handicrafts, especially the younger generation. Consumer buying behaviour is significantly influenced by advertising. Hence, this study was to identify the relationship between batik buying behaviour with three advertisement elements which are celebrity endorsement, advertisement attractiveness and emotional advertisement. The survey data was collected from 390 public university students. The statistical techniques utilized in this study include descriptive analysis, reliability test, correlation analysis, and regression analysis. The findings indicate that all the independent variables have a positive relationship with buying behaviour. It will help batik entrepreneurs in developing effective advertising strategies by taking into consideration the advertisement elements examined in this study, especially the advertisement attractiveness.

Elucidating the linkage between advertisements embedded with emotional appeals and the brand relationship quality during the COVID pandemic

ABSTRACT The COVID pandemic has brought a paramount shift in the way of consumption of brand information presented in the advertisements and in the interaction framework between the brand and the consumer. This study empirically examines the unexplored association between advertisements embedded with emotional appeals and the brand relationship quality (BRQ) during the COVID pandemic for the over-the-counter healthcare segment. Structural equation modeling (SEM) framework was used on the information received from the respondents residing in the five major Indian cities. It was established that emotional appeals-based advertisements positively impact the BRQ. The study further tracks the flow of influence and it was observed that the improvement in BRQ leads to the establishment of a stronger consumer connect with the brand by improvement in the intensity of brand love and brand trust. The combined effect of both amalgamate to create and strengthen brand loyalty which may lead to repurchases and increase in market share. Thus, emotional appeals can be used as a significant tool in the advertisements to retain and attract new consumers of a brand in the post-pandemic era.

Emotional advertising in Morocco during the COVID-19 pandemic: A semiotic analysis

The world recently went through the outbreak of the COVID-19 pandemic – a highly infectious disease that has changed people’s lives drastically in many ways. This pandemic has also pushed the government and companies to use numerous advertising strategies either to promote their products or attract people’s attention. Emotions, most of which are manifested subconsciously, are significantly exploited by advertising agencies, because the former are deemed to be the very fabric nature of the human soul and are, as Heath puts it, ‘so powerful that we cannot make a decision unless our emotions concur with it’ (p. 10). One of the many effective strategies used is emotional advertising which is exerted on the consumer’s subconscious chiefly at two levels: (1) the need for a product or service and (2) the fear of a particular adversity. This study, thus, is an attempt to examine and analyze Moroccan emotional advertising during the COVID-19 pandemic from a semiotic perspective. This article uses the principles of a qualitative approach, taking into account Barthes’s basic notions of meaning. Through the verbal and nonverbal signs, the semiotic analysis at hand is an attempt to demonstrate the covert messages behind the emotional strategy of advertising manifested amid the COVID-19 pandemic. The results lead to a relative understanding of how these advertising agencies took advantage of the health crisis then so as to promote goods or services.

EFFECTS OF FOOD ON HUMAN EMOTIONS: AN OVERVIEW

Food is indispensable for sustaining life as well as promoting the health and well-being of all living things. As a basic need for sustenance of life, food provides nourishment - the energy and nutrients needed by the body for various activities. A wide variety of food across different groups is consumed by humans. Food is an integral part of life, a comfort factor for some, a gastronomic delight for another, a culinary art for a few, a career pathway for others and so much more. It is a well-known and established fact that our emotions have the tendency to change according to the food we consume. Food and emotions are closely linked; it has the ability to evoke a range of emotions in our body. It is found that while certain edibles such as those high in fat, carbohydrates and sugar tend to result in negative emotions in some people, most people relate sweet food and food rich in sugar as evoking positive and happy emotions. This investigative study aims to explore these emotional reactions to different kinds of food to gain a better understanding of the interrelationship between the two. KEYWORDS: Food, Human Emotions, Food habits, Food choices, Emotional advertising

Advertisements and emotional appeal: Influence people to get to buy

Advertising is an audio-visual form that makes a communication possible with customers. It is a process to influence consumers gets to buy a particular product. Advertising is a kind of process that fascinates people and having different moments that flirt with their lives, seduces them, provoke them and leave them with the beautiful images and dreams. They have mission to connect with the consumer, the thrill and challenges they have is how to informing and persuading them. Keeping customers need in mind they are presenting advertising which is more persuasive, understandable and entertaining and emotional as well. Yes, this is not about the movies only that provide emotions, feelings or relationships through audio and visuals. Advertisers also accept the fact that if nothing will work, there are certain things that will help to attract attention of the consumer. A new term that has been added in the advertising world is emotional appeal, as an influencing factor to get people to buy. Advertising is emerging as a medium which helps people to set their standard of living by nourishing their consuming power and also showing them the goals of a better home, attire, food for their family. This paper concludes with an attempt to bring out the current emotional advertising appeal to influence people.

To study the effect of emotional TV advertisement on buying preference of consumers

Hyper competitiveness has become common place in the era of globalization. Today's markets are no less a battlefield and one must work hard to ensure their survival and expansion. Companies are using advertising and other sales promotion strategies to differentiate their products from those of rival brands in order to remain in the fiercely competitive market. There are currently FMCG companies offering products that are essentially identical to one another (such as soaps, biscuits, oral care products, and cosmetics, for example). Therefore, the marketing mix aids in choosing the brands and products. The four components of the marketing mix are product, price, place, and promotion. Advertising is a part of the promotional mix that is used to spread product awareness, convince buyers to choose a specific brand, and assist in buying decisions. Advertising's primary goal is to influence consumers' purchasing decisions. However, this impression of the brand is regularly altered or reinforced in people's recollections. The associations that the brand name conjures up in the minds of consumers make up brand memories. These brand cognitions affect customers' consideration, assessment, and ultimately purchasing decisions.

Evaluating the impact of emotional advertisement on customers and its relationship with brand value

Evaluating the impact of emotional advertisement on customers and its relationship with brand value

Evaluating the impact of emotional advertisement on customers and its relationship with brand value

Evaluating the impact of emotional advertisement on customers and its relationship with brand value

A STUDY ON THE IMPACT OF EMOTIONAL ADVERTSING IN 21ST CENTURY

This study has been conducted to understand the concept of emotional advertising and how it has an impact on our lives. “Every ad generates an emotional response, because everything we encounter in life generates an instinctive emotional response. Everything and   Every kind of advertisement   will generate emotion to people, as we humans, always feel a particular emotion towards everything, whether it is boring or plain, it is still an emotional response. These advertisements strategically manipulate consumer feelings and stimulate the emotional triggers that influence how we make decisions. Marketing in 20th century was almost based on specific message(s); however consumers in 21th century mostly intend to decide emotionally. Therefore, that type of advertisement in this era will succeed attracting consumers that relies upon human emotions and motivate people’s feelings. Hence, emotional positioning emerges as a new area regarding the supply of daily goods and differentiating among various products. While products’ pertaining features are important for products with ‘’ high emotional involvement’’, emotional transmission is important at the face of differentiating among products with ‘’ low emotional involvement’’. The research aims at investigating the issue of emotional advertisement and its impact on consumers’ tendency towards purchasing daily products with low emotional involvement whether it is recalled directly or indirectly.

Impact of emotional advertising on consumer purchase buying behavior in Delhi/NCR

Impact of emotional advertising on consumer purchase buying behavior in Delhi/NCR