ISSN: 2349-5162

JETIREXPLORE- Search Thousands of research papers



Published in:

Volume 6 Issue 3
March-2019
eISSN: 2349-5162

Unique Identifier

JETIR1903119

Page Number

100-105

Share This Article


Title

The Impact Of Emotional Advertising On Consumer Intention To Purchase Health Drink

ISSN

2349-5162

Cite This Article

"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

Abstract

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

Key Words

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

Cite This Article

"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

Publication Details

Published Paper ID: JETIR1903119
Registration ID: 199028
Published In: Volume 6 | Issue 3 | Year March-2019
DOI (Digital Object Identifier):
Page No: 100-105
ISSN Number: 2349-5162

Download Paper

Preview Article

Download Paper




Cite This Article

"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




Preview This Article


Downlaod

Click here for Article Preview

Download PDF

Downloads

0001433

Print This Page