The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship
Abstract
:1. Introduction
2. Theoretical Analysis and Research Hypothesis
2.1. The Effect of Emotional Advertising Appeals on Customer Purchasing Behavior
2.2. The Emotional Connection of the Customer with the Brand through Advertising
3. Research Methodology
3.1. Measuring Buyer Behavior Techniques and Methods
- I.
- Surveys and questionnaires
- II.
- Observation and field experiments
- III.
- Focus groups and in-depth interviews
- IV.
- Social media research
- V.
- Neuromarketing Techniques
3.2. Emotional, Habitual, and Subjective Well-Being Scales
- 1.
- Emotional well-being scales:
- a.
- Positive and Negative Affect Schedule:The PANAS is an extensively utilized self-report scale that measures positive and negative affect, capturing a person’s emotional spectrum. It consists of two subscales: positive affect (such as happiness and enthusiasm) and negative affect (such as sorrow and anger). Respondents indicate the degree to which they have experienced each emotion during a given time period [29].
- b.
- Center for Epidemiologic Studies Depression scale:The CES-D is a self-report scale designed primarily to measure depressive symptoms. It measures the frequency and severity of symptoms associated with melancholy, such as sadness, appetite loss, and trouble sleeping. It has been utilized extensively in both clinical and research contexts to assess emotional well-being [30].
- 2.
- Habitual well-being scales:
- a.
- Satisfaction With Life Scale:The SWLS is a self-report scale that measures an individual’s cognitive evaluation of life satisfaction. It consists of five items that measure overall satisfaction with various aspects of life, such as family, work, and leisure. On a Likert scale, respondents rate their agreement with each item, providing a measure of habitual well-being [31].
- b.
- Flourishing Scale:The FS is a self-report scale that evaluates the psychological and social well-being of an individual. It evaluates aspects such as life purpose, positive relationships, self-esteem, and activity participation. On a Likert scale, respondents indicate their level of agreement with each of the eight items [32].
- 3.
- Subjective well-being scales:
- a.
- Subjective Happiness Scale:The SHS is a brief self-report scale that measures the subjective contentment of an individual. It consists of four items that emphasize global contentment and life fulfillment. Respondents indicate their level of agreement with each statement, providing a subjective evaluation of their well-being [33].
- b.
- World Health Organization’s five well-being index:The WHO-5 is a self-report measure of subjective well-being. It consists of five items measuring positive disposition, vitality, and general life interest. On a Likert scale, respondents indicate their level of agreement with each item, yielding a subjective well-being score [34].
- c.
- Emotional habitual subjective well-being scale or SEHP scale:This scale was introduced by Dzuka and Dalbert in their research called “Elaboration and Verification of Emotional, Habitual, Subjective Well-being Scales”. The article focuses on the development and validation of scales to measure emotional, habitual, and subjective well-being (SEHP) in the Slovak population. The study aims to provide a comprehensive tool for assessing well-being and sheds light on the validity of these scales. The researchers contribute to a clear and concise description of the scale items and their theoretical underpinnings. Furthermore, the study addresses the limitations of previous well-being scales by incorporating dimensions of emotional, habitual, and subjective well-being, thus capturing a more comprehensive understanding of individuals’ overall well-being. This multidimensional approach contributes to the richness and validity of the SEHP scales [35].
3.3. Questionnaire Design and Data Collection
3.4. Description of Sample Statistics
3.5. Reliability and Validity Analyses
4. Results and Hypothesis Testing
4.1. Verification of the Validity of the Hypothesis from the Non-Standardized Part of the Questionnaire
4.2. Verification of the Validity of Hypotheses from the Standardized Part of the Questionnaire
4.2.1. Verification of Data Normality
4.2.2. Statistical Verification of the Validity of Hypotheses H2a and H2b
H2a
H2b
5. Discussion
5.1. General Perception of the Customer’s Emotional Connection with the Brand
5.2. The #DetoxYourFeed Campaign and Its Emotional Connection with the Customer
6. Conclusions
6.1. Theoretical Implications
6.2. Managerial Implications
6.3. Limitations and Future Research Directions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Frequency of Occurrence Item | Almost Always | Very Often | Often | Occasionally | Rarely | Almost Never | |
---|---|---|---|---|---|---|---|
I am surviving | Anger | 1 | 2 | 3 | 4 | 5 | 6 |
Feeling of guilt | 1 | 2 | 3 | 4 | 5 | 6 | |
Enjoyment | 1 | 2 | 3 | 4 | 5 | 6 | |
A shame | 1 | 2 | 3 | 4 | 5 | 6 | |
Body freshness | 1 | 2 | 3 | 4 | 5 | 6 | |
Fear | 1 | 2 | 3 | 4 | 5 | 6 | |
Pain | 1 | 2 | 3 | 4 | 5 | 6 | |
Joy | 1 | 2 | 3 | 4 | 5 | 6 | |
Sadness | 1 | 2 | 3 | 4 | 5 | 6 | |
Happiness | 1 | 2 | 3 | 4 | 5 | 6 |
Attributes | Options | Frequency | Percentage (%) |
---|---|---|---|
Gender | Male | 187 | 44.84 |
Female | 230 | 55.16 | |
Age | 18–25 | 249 | 59.71 |
26–41 | 92 | 22.06 | |
42–56 | 56 | 13.43 | |
57–75 | 20 | 4.80 |
Variable Name | Description | Type of Data |
---|---|---|
Q1 | Do you notice an advertisement with an emotional appeal? | Yes (1), no (2), do not know (3) |
Q2 | Does an advertisement with an emotional appeal affect your purchase decision? | Does not influence my purchasing behavior, 1 Rarely influences my purchasing behavior, 2 It both affects and does not affect my purchasing, 3 Often influences my purchasing behavior, 4 Always influences my purchasing behavior, 5 |
Age | Age groups | (1) 18–25; (2) 26–41; (3) 42–56; (4) 57–75 y |
Variable 1 | Variable 2 | Correlation Coefficient for Spearman’s Rank Correlation (Rho) | p-Value |
---|---|---|---|
Q2 | Age | −0.18018532 | 0.0002 |
Q1 | −0.45321347 | 0.0000 |
Value | Approximate Significance | ||
---|---|---|---|
Nominal by Nominal | Phi | 0.272 | 0.002 |
Cramer’s V | 0.157 | 0.002 | |
N of Valid Cases | 417 |
Gender | Measurement Values (df) | p Value | Significance Level | |
---|---|---|---|---|
Positive frequency | Male | 230 | 0.044 | 0.05 |
Female | 187 | 0.000 | ||
Negative frequency | Male | 230 | 0.036 | |
Female | 187 | 0.000 |
Frequency | p Value | Test Statistic | Df | Significance Level |
---|---|---|---|---|
Positive | 0.000 | 22.877 | 3 | 0.100 |
Negative | 0.026 | 9.252 |
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Vrtana, D.; Krizanova, A. The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship. Sustainability 2023, 15, 13337. https://doi.org/10.3390/su151813337
Vrtana D, Krizanova A. The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship. Sustainability. 2023; 15(18):13337. https://doi.org/10.3390/su151813337
Chicago/Turabian StyleVrtana, David, and Anna Krizanova. 2023. "The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship" Sustainability 15, no. 18: 13337. https://doi.org/10.3390/su151813337
APA StyleVrtana, D., & Krizanova, A. (2023). The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship. Sustainability, 15(18), 13337. https://doi.org/10.3390/su151813337