IMPACT: International Journal of Research in
Business Management (IMPACT: IJRBM);
ISSN(Print): 2347-4572; ISSN(Online): 2321-886X
Vol. 10, Issue 4, Apr 2022, 31-38
© Impact Journals
A STUDY ON IMPACT OF EMOTIONAL MARKETING ON CONSUMER PERCEPTION
Swathi M.S, Arun Kumar & Usha K
Assistant Professor, Department of Commerce Government First Grade College Koppa, Chikkamagaluru Dist, India
Received: 24 Apr 2022 Accepted: 26 Apr 2022 Published: 30 Apr 2022
This study was conducted to know how the emotional marketing strategies were impact on consumer buying behavior. This
paper also aims to assess the most influential advertising appeal that impacts the buying decisions of the consumers. This
is descriptive oriented study; the survey conducted based on questionnaires using a sample size of 60 respondents and
their response to different appeals like happy, sad, inspiring, surprise were recorded. Secondary data also used from the
deferent online sources. The objective of the study to know about how emotional advertisements are influencing
consumer’s purchasing decision and to provide some suggestions based on the results of the paper. The results shows that
positive impact of emotions like happy, inspiring in influencing the purchase intention of the consumers. The study
confirms the positive relationship between emotional marketing and consumer buying behavior.
KEYWORDS: Emotions, Advertisement, Consumer, Products, Post Purchase Behaviuor
The impact of mass communication is felt all over the globe through advertising, newspaper, internet, music, films, and
multiple social media apps. Among these communication tools advertising is the most popularly used method to capture
people’s attention and has a very good impact on viewer’s mind. As a social being, Human emotions play a vital role in
every decision made by the individual. Human emotions are considered while making buying decision.
Considering people’s emotion many companies adapt the emotional marketing strategy and emotional
advertisements to grab customer’s attention and make them feel to purchase such products.
Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with
the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer’s emotions,
attitudes and preferences affect buying behaviour. Consumer behaviour also investigates on the influences on the
consumer, from social groups such as family, friends, sports, and reference groups, to society in general (brand-influencers,
DEFINITION OF CONSUMER BEHAVIOUR
According to Engel, Blackwell, and Mansard, “Consumer behaviour is the actions and the decision processes of people
who purchase goods and services for personal consumption”.
Consumer perception is the view or interpretation of consumers about something around them, maybe related to products,
services, personal finance, job, or the economy. Consumer views are formed through direct experience, advertising, or
influencers around them.
PERCEPTION OVER COMPANY PRODUCTS
A positive perception brings benefits to the company, which might be resulted into buying the company’s products.
Consumers want good quality of products at a reasonable price. That’s how; they get good value for their investment.
But, perception is not always related to price and quality. It is also associated with other marketing elements such
as availability, access to purchase, corporate image, and supporting services.
Advertising is a part within the marketing process that enables companies to promote their products or services to potential
customers. Generally, advertising is paid and is accomplished through media space owned by someone else. This can be a
TV channel, an influencer’s Instagram feed, a newspaper covers or more. The actual manifestations of these promotions
are referred to as “advertisements,” also known as “adverts” or “ads. A paid announcement, as of goods for sale, in
newspapers or magazines, on radio or television, or on the internet’s public notice, pamphlets, the action of making a
calling to the attention of the public in shopping malls, etc. are forms of advertisement.
Advertising could be a set of promotion mix that is one of the 4 P’s in the marketing mix comprising product,
price, place and promotion. Advertising could be a promotional strategy utilized in making product awareness within the
minds of shopper to require for decision making. It’s a communication tool used by marketers. Advertising influences
individual’s attitudes, behaviour and lifestyle. It is one of the communication tools between the producer and the user of
product. For a company product to be a widely known brand, they have to invest more on their promotional activities
Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make the audience notice,
remember, share and buy. Emotional marketing typically taps into a singular emotion like, happiness, sadness, anger or
fear, to elicit a consumer response.
How Advertisement Effect on Human Emotions
Accordingly, both advertising and marketing companies look for new or improved models, methodologies, indicators,
tools, and techniques that can evaluate and predict consumer behaviour based on unconscious emotional responses, making
it difficult for customers to hide their true response.
However, in 2014, the Institute of Neuroscience and Psychology published research stating that the distinction
between four of these emotions were based on social interactions and constructs. Instead, homan emotion is based on four
basic emotions: happy, sad, afraid/surprised, and angry/disgusted.
Based on these four categories, in the following ways brands are using emotions to drive awareness and induce
e = Afraid/Surprise:
REVIEW OF LITERATURE
Ganjawala (2016), this paper focused on impact of emotional marketing on customer purchase decision to baby products
in Surath. In this paper it was found that emotionally driven purchase comes with more risk of failure and bad experience
and customer purchase is not affected by emotional purchase but rational decision as well.
Khoung and Tram (2015) in this research paper the authors found that the study to identify the impacts of
emotional marketing on purchase decision. It was found that all factors of emotional marketing were positive association
with customers ‘purchase decision and so as to achieve high level of consumers’ purchase decision, companies employing
emotional marketing should focus on symbols of emotional advertising clips, concentrate on more on image of emotional
advertising, and create self-identification elements.
Mandina (2014) in this paper the author examined the effect of emotional marketing on brand loyalty and the
significance of emotional intelligence on relationship creation, as well as ascertaining the relevance of customer emotions
on buying decisions, the study was concludes that emotional marketing had a positive impact on brand loyalty and
customers will be turned to loyal disciples of the corporation.
Eckler and Bolls (2013) the study conducted to explore the emotional tone (pleasant, unpleasant coactive) of
viral video adds. In this study it was found that pleasant emotional tone elicits the strongest attitude toward the add attitude
toward the brand, and intention to forward. And affects were weaker for coactive tone and weakest for negative emotional
OBJECTIVES OF THE STUDY
e To understand consumer’s perception on advertisement.
e To identify the motive behind the buying behaviour of consumer.
e To know the relationship between consumers buying behaviour and customer value, satisfaction, trust and
e To understand how modern technologies are enabling marketers to better satisfy the needs and wants of the
Data collection: This is the descriptive analysis; the primary data was collected through a questionnaire sent to respondents
who watches T.V to understand the impact of emotional marketing and their perceptions of buyer.
Secondary data also utilized for the study such as research papers and various online data. The sample size of 60
participants was taken through convenient random sampling techniques.
DATA INTERPRITATION AND ANALYSIS
Source: Primary Data
Figure 1: No. of Advertisement Viewers.
In this survey it found that more than 90% of T.V Watchers are watching various advertisements while watching T.V.
Perception over Advertisement
C) Think to try that product |
B) Not altractive to that adverstisement [is Saal
A) Want to buy that product immediately, C) Think to try that product I
A) Want to buy that product immediately za]
0 5 10 15 20 25 30 35 40
Source: Primary Data
Figure 2: Perception of Audience over Advertisement.
The above graph shows that most of the advertisement viewers were thought to try that product when they saw
advertisement on different kinds of modes.
Feeling Connected to the
Source: Primary Data
Figure 3: Audience Connections Over Advertisement.
The above diagram represents that most of the respondents are feeling connected when they saw advertisements.
Influence of Advertisement on
Buying a Product
Source: Primary Data
Figure 4: Advertisement Influence Over Buying Decision.
The above graph shows that the advertisements are influencing most of their consumers to buying a product which
was shown in a particular advertisement.
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Source: Primary Data
Figure 5: Survey Over Chocolate Users.
From the above graph we can notice that most of the respondents are wanted to buy diary milk chocolate after
watching advertisement on diary milk.
Emotions convey the Message
Source: Primary Data
Figure 6: Emotions Convey the Message.
Here it can be noticed that the Emotional advertisements are conveying the messages more effectively as
compared to other advertisements.
e An advertiser should be aware of customer’s emotions and also plan according to use human emotions in
e Advertisers should avoid using images or symbols to promote something that runs contrary to a belief are practice
such as alcoholic or gambling products.
e Religion also plays important role in consumer perception. It leads to communal riots so the advertiser should be
aware of aware the religious matters.
e An advertisement should not involve too more emotions.
e A marketer should consider current scenario and realistic approach while using emotional advertisement
The results of this study have been successfully obtained, firstly to identify what factors of emotional marketing affect
consumers perception on advertisements and buying decision through consumer’s product perception and brand awareness,
secondly to measure direct and indirect effects of independent variables on dependent variables of purchase decision
through brand awareness and consumer’s perception, thirdly provide recommendation for improving emotional marketing
and how to increases the consumer’s brand awareness, product perception and purchase buying decision.
Explanations and suggestions given were based on the review of the literature and the findings of the study. The
implications of this study provide both theoretical and practical contribution to the field of marketing management and
Although this study can be considered as an initiation into measuring the purchase decision through intervening
variables, the results of this study showed that not all factors have direct and indirect effects on the purchase decision for
several subjective and objective reasons.
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