📄 Abstract
This study investigates the effects of emotional versus rational advertising appeals on consumer behaviour. Analyzing survey data from 270 respondents, the research examined relationships between demographics, advertising recall, and purchase influence. Key findings indicate a statistically significant association between age group and the primary reason ads influence consumers (χ²=28.9, p=.049), suggesting varying appeal effectiveness across demographics. Positive emotional appeals were identified as a primary influence driver (31.9%) and strongly linked to increased brand favourability (65.5% Very/Extremely Likely). While consumers overwhelmingly believe emotional ads enhance memory (66.7% Agree/Completely Agree) and perceive emotional tone as highly persuasive (65.6% Significant/Tremendous Impact), the study found no significant correlation between remembering emotional ads and the inclination to share them (ρ=0.041, p=.505). Consumers value facts but often perceive emotional connection and logical arguments as equally influential in final decisions.
🏷️ Keywords
📚 How to Cite:
Thanuj A Murthy, Ankita Srivastava , EMOTIONAL TRIGGERS IN ADVERTISING AND THEIR EFFECT ON CONSUMER BEHAVIOUR , Volume 11 , Issue 7, july 2025, EPRA International Journal of Multidisciplinary Research (IJMR) , DOI: https://doi.org/10.36713/epra22830