Abstract:
Purpose: The purpose of the study is to evaluate the effect of emotional advertising on
consumer buying behavior. It is considered that emotions in advertisements create more
favorability towards the brand when compared to the rational advertisements. Emotions have
their unique position when it comes to advertisements. This research aims to investigate the
effect of emotional advertisement on attitude towards ad, attitude towards brand, purchase
intention and overall on consumer buying behavior. For this study, only three dimensions of
emotions are considered: love, fear and information (neutral).
Research Method/Sampling: This study comprises of primary data where all responses were
collected by using close-ended questionnaire and the sample size is 400. The technique
selected for this research is Non-Probabilistic Convenience sampling. Data was analyzed
through linear regression statistical technique and paired sample t-test.
Findings: The findings of the research indicate that the emotions do effect on attitude towards
advertisement, attitude towards brand and finally purchase intention. Thus emotions have a
strong influence on consumer buying behavior. But in this study, attitude towards brand have
a moderating effect on purchase intention.
Practical Implication: Consumer behavior researches have shown that in last few years
emotions and sentiments used in advertising gained significant interest of people.Such
advertisements deeply influence consumer’s mind that they can either make them smile or
cry.
And studies like these would help identify the gaps marketer and advertiser might have in
their respective fields that let them know which emotion triggers positive response in
customers and lead them towards the purchase of their product.
