• Radhika Chandak
• Deepak Joy

The main aim of this paper is to study how different types of emotions have an impact on consumer intention to purchase the health drink and will even try to summarize which emotion is the one that will be the most effective in health drink advertisements. This paper mainly focused on five emotions namely happiness, humour, fear/anger, sadness and surprise used in advertisements. The quantitative method was used in order to collect data and a self conducted questionnaire study was administered having a sample size of 200 respondents. The regression test method was performed using the SPSS software to analyze the impact of each emotional on consumer intention to purchase health drink. The results from the questionnaire suggested that the emotion that was the most preferred in a health drink advertisement was happiness. The results justified that the dependent variable and the independent variable had a positive low as well as moderate correlation with purchase intention. The emotion of fear/anger had the lowest correlation and hence this research concludes that it must be avoided in health drink advertisement

Consumer Purchase Intention, Emotional Advertisements, Advertising Appeal, Health Drink Advertisements

"The Impact Of Emotional Advertising On Consumer Intention To Purchase Health Drink", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 3, page no.100-105, March-2019, Available :http://www.jetir.org/papers/JETIR1903119.pdf

"The Impact Of Emotional Advertising On Consumer Intention To Purchase Health Drink", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 3, page no. pp100-105, March-2019, Available at : http://www.jetir.org/papers/JETIR1903119.pdf