The importance of advertising appeals influences brand perceptions and purchase intentions of consumers. Elaborating on the differences in emotional vs rational advertising and consumer buying intentions aided by recall, trust, and purchase; this study utilized a Google Form structured survey and analyzed responses from approximately 5400 respondents within India using descriptive statistics. This study indicates that emotional advertising resulted in greater recall and trust and therefore purchase intention than rational appeals. Rational advertising leads to clarity and product information but was less impactful than emotional based advertising in driving immediate purchase intention. The results further suggest the application of emotional storytelling and advertising within the approach to smaller or high-involvement products for current marketing approaches; and therefore emotional/affect-orientated strategies for major campaign outlines. Practical implications are offered to advertisers and marketers in creating campaigns that connect stronger because consumers invested more in the moment and longer-term benefits of consumer brand engagement and loyalty for absolute awareness.
Modhvadiya et al. (Thu,) studied this question.
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