This study explores the role of consumer psychology in advertising, focusing on how emotional, social, and cultural factors influence consumer decision-making. Using a descriptive research design, data was collected from 100 respondents through structured questionnaires and analysed using percentage analysis and Likert-scale evaluation. The findings indicate that consumers are influenced by emotional appeals, creative advertisements, social values, and repeated exposure, which shape their perceptions, attitudes, and buying behaviour.
Priyadharshini et al. (Sun,) studied this question.
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