Perceived effectiveness of advertisements: The role of emotions

Pages: 271-275
Mohammed Junaid A. (Department of Psychology, Mankada Govt. College, Kolathur, Chennai)
Neethulal V. (Department of Psychology, University of Calicut, Kerala)

Advertising is a prominent feature of modern business operations. This mammoth surge of advertisements from every possible source is basically to fulfill the urge of marketers to reach to a large number of people so that their product may receive optimum exposure. One cannot deny the fact that ultimate function of advertising expenses is to promote sales revenue. In the domain of consumer psychology, it would be interesting to see if different products affect our emotions, how they do it, and furthermore which specific features might trigger emotional responses in the user. This research is a continuation in this area of research, aimed at determining whether differences exist in people’s responses to emotional and non-emotional advertisements. Further it extends to explore the emotional appeal of advertisements and their perceived effectiveness.