Advertising And Emotion Essay
Emotions are a vital and natural part of life (Richins 1997). They are seen as an indispensable element of rational thinking and behavior, and seen as dominant to cognition (Poels and Dewitte 2006). In the year 1999 Bagozzi, Gopinath and Nyer defined emotions as a “mental state of readiness that arises from cognitive appraisals of events or thoughts, has a phenomenological tone, often expressed physically, accompanied by psychological processes and may result in specific actions to affirm or cope with emotions”. Emotions can steer our attitudes, behavior (Bagozzi, Gopinath and Nyer 1999) and also motivate and persuade consumers (Andrade and Cohen 2007). Over the past decade, advertising has increased 10-fold, but viewers still pay less attention …show more content…
Emotional advertising has proved to effect customer’s reaction (Burke and Edell 1989) and enhance their attention (Olney et al., 1991). According to Belch and Belch (1998), advertising appeal is used to draw consumers’ attention and it focuses at influencing consumers’ attitude and emotions about a related product or service. Emotional appeals generate either positive or negative emotions which can stimulate a particular purchase (Hongxia 2014). These appeals influence the consumers’ opinion about themselves and also how the advertised product would be helpful for them (Nauman et al., …show more content…
Consumer behavior researchers have also pointed out that the individual differences among the consumers lead to variations in their responses to advertising appeals (David, Harris and Chen 1995). According to Aaker and Stayman (1989) some individuals experience their emotions at a greater magnitude when exposed to an ad with emotional content. Happiness is defined as “a state of well-being and contentment and a pleasurable or satisfying experience” (Mogilner et al., 2012) .For many people, the quest and accomplishment of happiness are one of the most essential quests in life (Rudd et al., 2014) therefore, marketers consider appeal to happiness as an essential part of advertisements (Nauman et al., 2014). Humor can be an excellent tool to draw viewer’s attention and help boost recall that would further help to boost sales (Ambujakshan 2012). According to Fang (2011) humor appeal most frequently used in today’s advertising. Krishan and Chakravarti (2003) indicated that 10%-30% of advertisements use humor appeals; irrespective of the
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