ARTICLE

ADVERTISING APPEALS AND CONSUMERS BUYING INTENTION THE ROLE OF EMOTIONAL AND RATIONAL APPEALS

  1. HOME
  2. ARTICLE

18 Pages : 172-179

http://dx.doi.org/10.31703/gssr.2020(V-I).18      10.31703/gssr.2020(V-I).18      Published : Mar 1

Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals

Abstract

    Advertising appeals play an important role in the effectiveness of advertising to attract or grasp consumer buying intention. This study is based on the differential effect of advertising appeals on consumers buying intentions. The results of the study show that advertising appeals have strong impact on consumers buying intention. All the hypothesis of the study was positive and significant. The results of this study are helpful in decision making for the corporate sector to develop and effectively use the ideas of advertising appeals for the promotion of a particular brand

    Advertising Appeals (AA), Emotional advertising appeals (EAA), Rational Advertising Appeals (RAA) Consumer’s Buying Intention (CBI).

    (1) Arif Hussain
    Assistant Professor,Institute of Business Studies and Leadership, Abdul Wali Khan University, Mardan, KP, Pakistan.
    (2) Gohar Saleem Parvaiz
    Assistant Professor,Department Management Science, Institute of Management Sciences, Peshawar, KP, Pakistan.
    (3) Shams Ur Rehman
    Assistant Professor, Business Administration,Northern University Nowshera, KP, Pakistan.
Fulltext PDF

References

  • Bakshi, S. (2012).Impact of gender on consumer purchase behavior. Journal of Research in Commerce and Management, 1(9), 1-8.
  • Belch, G. E., & Belch, M. A.(2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill.
  • Blackwell, R., Miniard, P.W. Engel, J.F. (2000).Consumer Behaviour, South-Western College Pub, ISBN 0030211085.
  • Creswell, J. W., & Clark, V. L. P. (2007). Designing and conducting mixed methods research.
  • George E. Belch, M. A. (2003). Advertising and promotion: An Integrated Marketing Communication. The McGraw-Hill Companies.
  • Hsu, S. J., (1990). Principles of Management, 10th ed., TanghuaPublising Co. LTD.
  • Kemp, E., Bui, M., & Chapa, S. (2012).The role of advertising in consumer emotion management. International Journal of Advertising, 31(2), 339-353.
  • Kotler, P., (1991). Marketing Management: Analysis, Planning, Implementation and Control, 7th Ed, New Jersey: Prentice-Hall.
  • Kotler, P. (2003). Marketing Management, 11th ed., New Jersey: Prentice-Hall.
  • Kumar, S. (2013). Identifying the impact of individual differences on the basis of affect. Khadim Ali Shah Bukhari Institute of Technology, Department of Marketing, Karachi.
  • Lazarus, R. S., (1991). Emotion and adaptation. New York: Oxford University Press.
  • Lin-Yi Long. (2011). The Impact of Advertising Appeals and Advertising Spokespersons on Advertising Attitude and Purchase Intention.
  • Miller, N. D., & Stafford, M. R., (1999). An international analysis of emotional and rational appeals in services vs. goods advertising, Journal of Consumer Marketing, 16(1), 42-55.
  • Rogers, R. W., &Thistlethwaite, D. L., (1975). Effects of fear arousal and reassurance upon attitude change. Journal of Personality and Social Psychology, 15, 227- 233.
  • Sellitz, C., Jahoda, M., & Deutsch, M. (1965).Research Methods in Social Relations. New York: Holt, Rinehart, and Winston
  • Shaver, P., Schwartz, J., Kerson, D., & O, Corner, G., (1987). Emotion knowledge: Further exploration of a prototype approach. Journal of Personality and Social Psychology, 52, 1061-1086.
  • William Wells, S. M., (1998). Advertising Principles and Practices, 7th Ed.

Cite this article

APA

    APA : Hussain, A., Parvaiz, G. S., & Rehman, S. U. (2020). Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals. Global Social Sciences Review, V(I), 172-179. https://doi.org/10.31703/gssr.2020(V-I).18

CHICAGO

    CHICAGO : Hussain, Arif, Gohar Saleem Parvaiz, and Shams Ur Rehman. 2020. "Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals." Global Social Sciences Review, V (I): 172-179 doi: 10.31703/gssr.2020(V-I).18

HARVARD

    HARVARD : HUSSAIN, A., PARVAIZ, G. S. & REHMAN, S. U. 2020. Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals. Global Social Sciences Review, V, 172-179.

MHRA

    MHRA : Hussain, Arif, Gohar Saleem Parvaiz, and Shams Ur Rehman. 2020. "Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals." Global Social Sciences Review, V: 172-179

MLA

    MLA : Hussain, Arif, Gohar Saleem Parvaiz, and Shams Ur Rehman. "Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals." Global Social Sciences Review, V.I (2020): 172-179 Print.

OXFORD

    OXFORD : Hussain, Arif, Parvaiz, Gohar Saleem, and Rehman, Shams Ur (2020), "Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals", Global Social Sciences Review, V (I), 172-179

TURABIAN

    TURABIAN : Hussain, Arif, Gohar Saleem Parvaiz, and Shams Ur Rehman. "Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals." Global Social Sciences Review V, no. I (2020): 172-179. https://doi.org/10.31703/gssr.2020(V-I).18