Impact of Emotional Advertising on Consumer Buying Behavior in Ampara District

Abstract

Marketers use emotions as their main weapon and they pay more attention to advertisements in their promotional activities to promote the sales of their products. The current study was conducted to identify the impact of emotional advertising; especially the appeals like love, humor, happiness, and excitement on consumer buying behavior. The research is limited to high involvement products, specifically soft drink products. It also aims to assess the most influential advertising appeal that impacts the buying decision of the consumers. A quantitative approach was used, and the questionnaire-based survey was conducted using a sample size of 250 respondents. The hypothesized model has been tested using correlation and regression analysis. The paper confirms the positive relationship between the emotional advertising and consumer buying behavior. The results also show a positive impact of emotions like love, humor, and happiness in influencing the purchase intention of the consumers.