International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

 

"THE EMOTIONALLY CHARGED ADVERTISEMENT AND THEIR INFLUENCE ON CONSUMERS' ATTITUDES”
Muhammad Abdullah Khan Niazi, Dr Usman Ghani, Sadia Aziz

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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