Consumers’ Attitude Towards Emotional Advertisements

Author(s) : Sonakshi Jaiswal, Prof. M. S. Seenam Raju
ISSN : 0974 - 497
Year : February 2021 | Volume : 15 | Issue : 1/4

Abstract:
The recent changes in the consumer demographic, have led marketers to focus on how to combat the rising competition in the market. There are strategies being developed on drawing consumers’ attention towards their product or service. The paper focuses on the relationship between the consumers’ attitude towards emotional advertisement and consumer decision making. A self-administered questionnaire was designed and the data was collected from Hyderabad region. The data was analysed using Ms-Excel, SPSS 21 and AMOS 23 software. The results drawn from CFA showed that Pleasure played a major role in Consumers’ Attitude towards Emotional Advertisements. The findings of Chi-Squared test unveiled that the demographic variables have no association with the Consumers’ Attitude and Buying Decision. The findings of the study will be of immense importance to the marketers to frame impactful advertisement strategies and will give the required leads to measure the efficacy of the emotional advertisement.


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