A Study Of Advt To Know Impact Of Advertisement On Consumer Behavior

Abstract

Consumer behavior plays a great role in fulfilling marketing endeavours. Every marketing manager must have a knowledge of consumers and their behavior. Through advertisement consumer become aware about the product but in Indian context, emotional impact is prominent. In this reference, a research is conducted to test the emotional impact on consumers. So here advertisement in which emotional appeal is made are selected.

Emotion is a feeling of a person which he can, understand and co-relate. Emotion is a state of psychological arousal an expression or display of distinctive somatic and autonomic responses.

Emotional Appeal: This relates to the customers’ social and/or psychological needs for purchasing a product or services.

Emotional appeal is so effective because consumers’ motives for purchase decisions are emotional. Many advertisement believe an emotional appeal to work better at selling brands that do not differ markedly from competing brands. There are two subsets of emotional appeal i.e. the personal and the social .These are made up of:

Personal- Safety, fear, love, humor.

Social- Recognition, Status, Respect, Recognition.

Emotion-Emotion is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy a brand. The way consumers think and act is triggered and shaped by their initial emotional response to events, and that includes advertising.