An emotional appeal is related to an individual’s psychological and socialneeds for purchasing certain products and services. Many consumers areemotionally motivated or driven to make certain purchases. Advertisersaim to cash in on the emotional appeal and this works particularly wellwhere there is not much difference between multiple product brands andits offerings. Emotional appeal includes personal and social aspects.
Some personal emotions that can drive individuals to purchase productsinclude safety, fear, love, humor, joy, happiness, sentiment, stimulation,pride, self esteem, pleasure, comfort, ambition, nostalgia etc.
Social factors cause people to make purchases and include such aspects asrecognition, respect, involvement, affiliation, rejection, acceptance, statusand approval.
Emotional AppealEmotional Appeal