Consumers' attitudes towards emotional and non-emotional marketing appeals

Abstract

This study examines the relationship between the effects of marketing elements with particular reference to advertising and consumers' intentions after viewing an advert. The framework of this study is based on theories of effects of emotional and rational appeals and their impact on perceptions that may lead to a difference in consumers' intentions. This study therefore aims at explaining this communication process from marketer to consumer. Quantitative data was collected from 125 students, using questionnaires, mostly distributed through Facebook and Gmail. The adverts selected to be part of this study were evaluated and defined by respondents and intentions were measured using marketing scales. Findings through this research suggest an impact on consumers' intentions caused by the advertisements but minimal differences between impact caused by the rational advert and the impact caused by the emotional mobile phone advert.