Investigating the emotions of love and humour in advertising on consumer behaviour relating to chocolate purchasing in Malta

Abstract

Purpose: This study aims to investigate the impact of emotions, specifically love and humour, on consumer responses to chocolate advertisements within the unique Maltese market. The primary objective is to provide practical recommendations to marketers operating in this distinct industry by offering insights into the influence of emotional triggers on key advertising metrics. Design: A quantitative research approach was used in this study, utilising questionnaires as the primary data collection method. Participants in the sample were exposed to emotional chocolate advertising, and the research examined how love and humour influence ad recall, brand awareness, perceived product quality, and purchase intention. Findings: The results of this study reveal significant effects of love on brand awareness and emphasise the essential role of humour in enhancing ad recall. Gender disparities were observed, with males exhibiting greater sensitivity to the impact of humour on perceived product quality. However, age did not significantly influence emotional responses to chocolate advertising. These findings underscore the enduring relevance of emotional advertising in shaping consumer behaviours and preferences, providing valuable guidance for advertisers within the Maltese chocolate industry. Conclusions: This research highlights the substantial influence of emotions, specifically love and humour, on the effectiveness of chocolate advertising in Malta. It underscores the importance of carefully selecting the appropriate emotional trigger to achieve specific advertising objectives. While gender differences in humour response are evident, age's impact on emotional advertising responses is not statistically significant. The study's outcomes offer valuable insights for advertisers in the Maltese chocolate sector, emphasizing the enduring importance of emotional advertising in influencing consumer behaviour. Value: This study makes significant contributions to both academia and the advertising industry. It enriches the existing research on emotional advertising and provides practical recommendations for advertisers seeking to refine their strategies in the distinctive context of the Maltese chocolate industry. The research highlights the enduring relevance of emotional advertising in creating lasting impressions, fostering brand recognition, and shaping consumer purchase intentions.