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

Abstract

Marketers focus more on commercials and use emotions as their primary tool while doing promotional activities to increase sales of their goods. The goal of the current study was to determine how emotional advertising, in particular appeals to love, comedy, happiness, and excitement, affected customer purchasing decisions. Companies today employ a variety of appeals in their advertising campaigns to sway consumers' opinions and increase their propensity to buy a certain good or service. We primarily distinguish between intellectual and emotional appeals in advertising. However, there are numerous more attractions that improve and significantly increase the attractiveness of an advertisement. This study intends to explore the impact of rational and emotional appeal on people and their purchase behavior because it is known that there is no specific pattern to follow when instilling appeals in commercials. The research produced specific findings when it comes to the population and how these appeals effect a certain gender using a concentrated strategy. It was found that the emotional appeal and message of the commercial had a greater impact on women, but the rational appeal of the advertisement attracted the buy intention of males. As a result, it can be inferred that the product, its objective, and its target market are all interrelated, which may persuade the advertiser to make the appropriate form of appeal in accordance. To successfully persuade the target market to buy a certain good or service, one can also combine a number of other appeals.