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Do all advertising appeals influence consumer purchase decision: An

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 Do All Advertising Appeals Influence Consumer
Purchase Decision: An Exploratory Study

Sanjeev Verma

No communication is complete without feedback or reaction. The intent behind advertising is to persuade
consumers to purchase and repurchase the product over and over again, but does the consumer respond to
all communications sent by the advertisers? The human brain has a limited processing capacity and consumers
have the tendency to process the he most useful and appealing information first. Advertisers use different
ations to attract and
types of appeals and demonstrations d retain customers, but the
th literature review shows very
less work on evaluating the differential
ferential impact
imppact off various
various types
types of appeals on consumer purchase decisions.
This study empirically tests the differential influence
nflueence various
in variouss advertising
advertising appeals
appe create on consumer purchase
decisions.

Introduction Advertising
A dvertising iis a promotional activity for
m ark
ketting goo
marketing goods and services. Execution
In everyday experiences, customer
customers r s aare
re sstrategies
trategies emp employed in advertising range
ertising ap
exposed to a variety of advertising ppeals.
appeals. froom the inform
from informational to the emotional.
flu
uencing custo-
These appeals are aimed at influencing Among g tthose
hose d designed to stir emotions or
mers’ attitudes towards a wide wide rrange
ange of of rrouse
ouse p a r t i c ula feelings, one finds fear
particular
products and services. Through
ouugh television, (LaTour and d Zahra
Zah 1988), humour (Gelb and
each larg
radio and the Internet, they reach ge n
large um-
num- Z ink
khan 1986), warmth (Aaker et al. 1986),
Zinkhan
bers of individuals who represent
presentt a wide
wid de iirritation (Aaker and Bruzzone 1985); and
rritation (Aake
range of cultural and ethnicc background
backgrounds. ds sexual arousal
arousal ((Bello et al. 1983; Severn et al.
Is the effect of all advertising appeals the 1990). As advertisers increasingly seek
same for every consumer? Investigation of greater communication effectiveness, more
the literature identified some interesting careful consideration needs to be given to the
imbalances. selection of the type of advertising appeal
Dr Sanjeev Verma is an Assistant Professor (Marketing) in the National Institute of Industrial Engineering (NITIE),
P.O. NITIE, Vihar Lake, Mumbai 400087. E-mail: sanjeev@nitie.edu; sankrn2003@yahoo.com
GLOBAL BUSINESS REVIEW, 10:1 (2009): 33–43
SAGE Publications Los Angeles/London/New Delhi/Singapore/Washington DC
DOI: 10.1177/097215090801000102

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34  Sanjeev Verma

used for each target group. Qualitative fac- the consumer: a relationship (Fournier 1998;
tors associated with the content and/or exe- Roberts 2004). In accordance with the theory
cution of an advertisement has an impact on that consumers choose brands to fulfil both
its eventual effectiveness (MacKenzie et al. rational and emotional needs, it is not sur-
1986). This article is an attempt to test em- prising to discover that ads which evoke
pirically the effect of different advertising notions of personal enhancement have been
appeals on consumer purchase decision. found to be highly effective (Kover et al. 1995).
With the intensifying competition, the
major challenge ahead is to create a distinct-
Literature Review ive image for the individual product. Dis-
tinctiveness is the core of the innovative
Clever advertisers have always relied on the character of an advertising strategy and imi-
power of advertisement to get their messages tation by competing advertisement may
across. Besides, advertisers—or rather the somewhat dilute the effect of an advertising
advertiser’s clients—have always had a keen strategy based on appeals; presumably,
interest in researching how effectively their consumers tend to get used to a particular
money was spent. In most disciplines
sciplines ofof mar- ty
ype of appeal (Andrews
type ( et al. 1992; Beattie
keting science, on the other hand, ther
therere hhas
as annd Mitchell 1985;
and 19 Childers and Houston
been little systematic analysis
ysis oonn the
the eef- f- 1984). Therefore,
1984). Therefore it becomes almost necessary
fectiveness of advertisement. Adver
Advertisers
rtisers aare
re to keep
to keep infusing
infusin new advertisements with
experts in getting people interested
eressted in
in what
what rich emotional
rich emotional and rational appeals which
they have to say; they also o know w h how
ow to to can penetrate
can penetrate co consumers’ heads and hearts.
make messages memorable. Practiti
Practitioners
ioneers aac-
c- disttinctive advertisement
A distinctive ad with influencing
knowledge that effective visual
sual advertising
adveertising appealls has
appeals has a positive
po effect on the degree to
(or visualization in general) should address
adddress which attention is attracted by it; the degree
which
both the head and heart. Research
esearch iiss only which it is memorized
to which me and retrieved from
now beginning to apply learning
ninng from
from cogni- memorry (Ch
memory hild
(Childers and Houston 1984); and
tive psychology and the affective
fffective ((neuro)
n e u ro ) on the
on the evaluation
evaluatio of the brand (Beattie and
sciences on how meaning iiss created and Mitchell 1985).
Mitchell 19985). If
I advertisements succeed in
memories retained when wee are looking
loo
oking aatt gainning consumer
gaining consum involvement, the effect of
messag
visuals. The implicitness of a visual message ge advertisements increases (Andrews et al.
advertisements
involves the beholder more in meaning cr re-
cre- 19992) For
1992). For instance,
instan Sujan et al. (1986) showed
ation, thereby effectively making him a co- that in sales interactions, information pro-
author. This co-authoring effect (Bullmore cessing is more extensive when salespersons
1990) moves the beholder from adversary to do not meet consumers’ expectations.
accomplice and makes visuals so persuasive. The advertising appeal with some degree
Recent theoretical developments in emo- of ambiguity, which leaves consumers with
tional branding show that while it’s nice to various interpretations, attracts more at-
be liked, nothing beats the power of love. tention from the consumers (Rameshwar and
‘Love’ creates strong emotional bonds with Chaiken 1991). The basic precept behind this

Global Business Review, 10:1 (2009): 33–43

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 Do All Advertising Appeals Influence Consumer Purchase Decision?  35

intentional ambiguity is that an ad message Petty 1982). The personality and psychologi-
which contains no ambiguity is more likely cal factors also lead to differences in cognitive
to be dismissed immediately by those re- style of different consumers (Cacciopo and
ceivers that are shocked and, consequently, Petty 1982). The individual differences in in-
is more likely not to be processed at all. Am- volvement and processing of information
biguity in advertising elicits arousal and significantly influence the attitude towards
ultimately, it induces some exploratory be- the consumer product (Haugtvedt et al. 1992).
haviour. It requires lot of comprehension Consumers with high involvement in pur-
before leading to any action (Rameshwar and chase evaluate advertising information more
Chaiken 1991). Thus, it can be presumed that thoroughly than individuals with low in-
the level of ambiguity determines the aes- volvement (Mantel and Kardes 1999; Peltier
thetic response to advertisements (Kardes and Schibrowsky 1994). Such consumers
1988; Sawyer and Howard 1991; Zinkhan and who have high need for cognition often need
Martin 1983). McQuarrie and Mick (1992) rational reasons before buying any product.
proposed that ambiguity and complexity is Thus,, in such cases consumer response can
the key for resonance in advertising.
vertising. be initiated by offering information rich
Different individuals processess the same
samme in- advertisements (Maclnnis and Jaworski 1989;
advertisements
formation in different wayss because their their Peetty et al. 1983;
Petty 1983 Suri and Monroe 2001).
social and cultural environment
ment maymay be be dif-
dif-
ferent. Thus, previous researchers
chers susupported
upported
the assumption that different nt cconsumers
en onsumers Research Design
Re
react and behave differently y in response
ressponse ttoo
different advertising appeals ls (Mo ooree ett al.
(Moore al. Ass tthe
A he study wasw explorative in nature, we
ertissing ch
1995). Not only do the advertising harac-
charac- h
have ave ccollected
ollected pprimary data using a struc-
teristics and attributes of a particular b rand
brand ttured
ured questionnaire
questionn (Annexure 1). The time
influence consumers’ attitudes es and pu urchase
purchase fra
frameame of the stustudy was 12 months in order
intentions (Petty and Cacioppo ppoo 1986;
1986; Petty to take care of seasonality,
s and respondents
and Wegener 1998), but the ccultural
ultural beliefs
beliefs b elongin
belonging ng tto
o different
di demographic groups
and values of consumers also so
o have a signi- iin n terms off gender,
gen education level, marital
ficant effect on the formationsons of their
th
heir at-
at- sstatus
tatu
us and
and profe
profession were considered in the
titudes and intentions towardsards tha at b
that ran
brandnd sstudy.
tudy. The
The sampling
samp frame for the study was
(Albers-Miller and Gelb 1996; 6; Lin 2001; Ten
Tengng th
he geo
the ographica map of the National Capital
geographical
and Laroche 2006). Some individuals, when Region (NCR). For the selection of respond-
exposed to an emotionally charged adver- ents, simple random sampling procedure
tising appeal, may exhibit a characteristic was adopted. For data collection, question-
tendency to experience their emotions with naires were filled by the respondents from
greater magnitude of intensity (Aaker et al. NCR (India) following the personal inter-
1986). Similarly, some individuals may ex- view technique. The total number of re-
hibit a tendency to engage in and enjoy think- spondents interviewed was 1,200. The
ing when exposed to an ad (Cacciopo and responses received were 1,123 (93.5 per cent)

Global Business Review, 10:1 (2009): 33–43

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36  Sanjeev Verma

and the number of usable questionnaires was relief and sorrow (grief, suffering). Mean-
1,039 (86.58 per cent). So, the effective sample while, Hoyer and MacInnis (1997) mention
size of the study was 1,039. that emotional appeals elicit emotions such
For collection of data utmost care was as love, wanting, joy, hope, excitement, dar-
taken. It was clarified that the data collection ing, fear, anger, shame or rejection. The five
was for academic purposes only and not for types of emotional appeals considered in the
any commercial purpose so that the respond- study were primarily drawn from the pre-
ents could feel free in stating their true vious research done by Moriarty and Hoyer
opinions. While approaching the respond- and MacInnis. The rational appeals included
ents it was ensured that the time of data col- in the questionnaire were drawn from the
lection was convenient to them and that it advertising planning grid proposed by
did not interfere with their normal schedule. Rossiter and Donovan (1991). To understand
Though a blank space for giving name was the effect of emotional and rational appeals
on consumer purchase decision, the Cogni-
included in the questionnaire, respondents
tion→ Experience→Affect (CEA) framework
were told that giving their name was op- op
(Vakratsas and AmblerA 1999) was considered
tional. This was done to emphasize
hasize thee point
annd it was assumed
and assum that before actually pur-
that the individual’s identity y did not matter
matteer
chasing and repeat
chasing rep purchasing consumers
in the study, what was importantporttant was
was to
to
may have
may have inter
intermediate effects, which may
obtain their true and honest respon
responses.
nsess. consciously
consciously or unconsciously
u alter their pur-
chase decision.
chase decision.
Data Collection Instrument
rum
ment
Further analysis
Further anal (comparison of defin-
An extensive review of existing
ing literature
liteeraturee on on itions, usage, examples
itions, ex and semantics), how-
advertising appeal was donee before
beffore design-
d es ig n - ever, revealed
ever, reevealed a degree of similarity (different
ing the questionnaire (Annexure
exure 1). While
Whille labels addressing
labels addressin the same variable), overlap
(lab
bels used to refer
(labels re to multi-item constructs)
vironmenttal con-
defining the problem, the environmental
or confusion (the (th same item being used for
text of the problem was also o cconsidered.
lso onsidereed.
different
different variables).
variab This content analysis
erences relating
From a review of articles, references relating
eliminated
eliminated d most
most of the semantic variation but
to advertising appeals and consumer
consumeer p pur-
ur-
the list
the list was reduced
red further via review and
chase decision from secondary dary lite e r a t u re ,
literature,
consultation with
consultation w experts and via a small
variables were initially identified.
ntified. For
For con-
con n- pilot test.
pilot teest. The selected
se variables for the study
struction of a scale for measurementt off re- were used to develop a self-administered,
sponse to advertisement appeals, different closed-ended questionnaire (Annexure 1)
models proposed by researchers over a consisting of 5-point numerical rating scale.
period of time were considered. Moriarty A pilot study was conducted to validate the
(1991) cited 11 types of emotional appeals: questionnaire and the validated question-
excitement, fear (danger, personal embarras- naire was finally filled by respondents. The
sment), family (love, protection), guilt; love data obtained through these questionnaires
(affection, romance), nostalgia, pleasure were analyzed using the multiple regression
(humor, happiness, joy), poignancy, pride, method, as the study demanded.

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 Do All Advertising Appeals Influence Consumer Purchase Decision?  37

Data Validation 45 per cent male. The demographic profile

of the sample is given in Table 1.
The designed questionnaire was put to con-
tent validity (face), construct validity (con- Table 1
Demographic Profile of Respondents
vergent and discriminant) and cross validity.
As the variables under different dimensions Characteristic Frequency Per cent
are developed with the help of pertinent
Age
secondary and primary sources, it is implied
Under 25 710 68.2
that the questionnaire is appropriate for the 26–35 122 11.7
task at hand and thus, passes the test of face 36–45 108 10.4
validity. The attributes have high correlation 46–55 75 7.2
with the related constructs (loading in excess 55 and above 24 2.3
of 0.5) and low correlation with unrelated Occupation
construct (loading less then 0.4) and thus, the Student 710 68.2
Businessman 69 6.6
questionnaire passes the testt of convergent Executive/Manage
Executive/Manager 80 7.7
and discriminant validity.. Accordi
According i ng to Other
Othe
h r 180 17.3
Kline (1986), Cronbach coefficient
cient alphaa iiss tthe
he Gender
Ge
G ender
most efficient measure of reliability y and
reliaa bility and Male
M
Maale
ale
le 462 44.4
when computed, it should alwaysways be be greater
greaater Female
Fema
m lee 577 55.4
than 0.7 when items are selected for
cted foor ttest.
esst. SSo
o Marital
M
Ma riittaal Status
Cronbach alpha reliability analysis
nallysis was
was con-
con- Married
Ma
M arrriei d 264 25.4
ducted for the items included ed in the
thhe study.
study. Unmarried
U
Unnma
nmar
maarried 775 74.4
The internal consistency—Cronbach
Cronb bach aalpha
lpha
value for reliability of the questionnaire—
questionnaaire— Off the 1,039 respondents, 68.2 per cent
O
was found to be 0.781. All items
tems were
werre welll w ere less than 25 years of age. The maximum
were
above the 0.70, which was the commonly respondents fell fel into this age group, since
accepted threshold (DeVellis 1991;
19991; Nunnally
Nun nnally y ou uth
youth h iiss the
the target
tar market for Fast Moving
and Bernstein 1994; Spector 11992). All
992). A lll indi-
inddi- C onsumeer G
Consumer ood (FMCG) products (in this
Goods
vidual scale items had statistically
ically significant
sign
nifican nt ccase drinks) and they are the ones who
ase soft drinks
(at p < 0.05 level) item-to-total
tal correlations.
correelaations. p ay maximum
pay maximum attention to the advertise-
Hence, all items are deemed reliable. mments.
ents.. Out of the
t remaining sample, only
22.33 per cent were above 55 years of age. The
remaining 29.5 per cent belonged to the age
Statistical Analysis group of 26–55 years of age.
The maximum respondents in the cate-
As the study was explorative in nature, the gory ‘profession’ belonged to the student
sample of the study was 1,039 respondents. group with a major share of 68.2 per cent and
Respondents from different parts of NCR the remaining 31.8 per cent included busi-
were asked to fill in the questionnaire. The nessmen, executives and others. A larger
resulting sample was 55 per cent female and number of respondents were unmarried

Global Business Review, 10:1 (2009): 33–43

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38  Sanjeev Verma

(74.4 per cent) and the overall composition (beta = 0.447), its contribution in predicting
of respondents included in study were the consumer’s attention towards the adver-
young, unmarried and students. Only in case tised product was also very high.
of gender was the population average almost The rational appeals that focus on product
the same. attributes, refreshment and educative infor-
mation had a significant impact on inducing
Effect of Rational and Emotional Appeals consumers to purchase (Adj. R square =
on Consumer Purchase Decision 0.133; F = 27.672; p < 0.05) and repurchase
the advertised soft drinks (Adj. R square =
Multiple regression analysis was used to find 0.132, F = 27.294, p < 0.05), while rational
out the effect of rational appeals on consumer appeals depicting logic did not have any in-
purchase decisions. Table 2 presents the role fluence on purchase and repurchase decision
of rational appeals on catching the con- of consumers. Interestingly, the rational ap-
sumer’s attention. As shown in Table 2, the peal depicting product attributes and edu-
rational appeal depicting refreshment had a cative information had a significant negative
significant positive impact on catching the effect on the purchasepu and repurchase deci-
consumer’s attention (t = 16.079; Adjusted
079; Adjus sted R sion
siion of consumers.
consum The rational appeal em-
square = 0.202; F = 44.932; p < 0.05), whilewhile phasizing
phasizing on refreshment
re had a significant
rational appeals depicting product
oductt attributes,
attributes, positive
positive effect on o triggering consumers to
logic and educative informationion diddnnot
ot hhave
ave consume.
consume. The value v for standardized beta
a significant impact on the co consumer’s
onsumer ’s aat-t- coefficient
c o e ff i c i e n t for rational appeal depicting
tention. This finding suggestssts thatt the
the ccon-
on- refreshment
refreshment was high (beta = 0.269 and 0.320)
sumers felt more attentive to watching
watch hing those
those and
and thus,
thus, it supports
sup the belief that refresh-
advertisements which depicted cted soft drinks
drinks ment
ment is the the major
majo driver for consumer’s pur-
as a refreshing product. Sincence the value
vallue of
of chase
chase and repurchase.
repur
standardized beta coefficient ent for rarational
ational Multiple
Multiple regression
regr analysis was used to
appeal depicting refreshment men n t was high
hig
gh determine
determ min ne which
whi emotional appeal had a

Table
T
Ta ble 2
ble
bl
Impact of Rational
aall A ppea
als o
Appeals onn Co
Cons
onsum
nsum
ns umer
Consumerer Purchase Decision
D

Attention Purchase Repurchase

beta t beta t beta t

Product Attributes –0.042 –1.302 –0.096 –2.851 –0.050 –1.486
Refreshment 0.447 16.079 0.269 9.286 0.320 11.031
Logics –0.025 –0.768 0.035 1.027 0.008 0.224
Educative Information –0.007 –0.233 –0.097 –3.037 –0.134 –4.175
Adjusted R square 0.202 0.133 0.132
F 44.932 27.672 27.294
Significant at ∗ p < 0.05.

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 Do All Advertising Appeals Influence Consumer Purchase Decision?  39

significant impact on consumer purchase de- Further regression analysis suggested that
cision. As shown in Table 3, the emotional thrill, pride and fear are the common emo-
appeals depicting thrill, affection, pride and tional appeals which had a significant effect
fear had a significant impact on catching the on consumer purchase and repurchase de-
consumer’s attention towards the advertised cisions. The high value of standardized beta
product (Adj. R square = 0.280; F = 51.547; coefficient for emotions like thrill and pride
p < 0.05), while emotional appeals depicting indicates positive significant influence on
humor did not have any influence on draw- consumer purchase and repurchase de-
ing the consumer’s attention towards the cisions. Interestingly, the emotional appeals
advertised product. Interestingly, the emo- depicting fear had a negative significant
tional appeal depicting affection had a effect on inducing consumers to purchase
negative effect on catching consumer’s at- and repurchase. In case of consumer repur-
tention towards the advertised product. chase decisions, it is not only fear but also
Since the value of standardized beta coeffi- affection which had a negative influence on
cients for emotional appeal al depicting af- consumers. Surprisingly,
Su the emotional
fection (beta = – 0.083) and fear
ar (beta = 0.070) appeal
apppeal depicting
depictin humour has a significant
was small, its contribution in predicting g con-
con- impact
impact on consumer
cons only at the purchase
sumer’s attention towards adve advertised
ertiseed ppro-ro- stage.
stage. The
The belief
belie that humour in advertise-
duct was also less. Further,, the emotional
emmotional ments
mentts might be instrumental in catching the
appeals depicting thrill (beta ta = 0.204)
0.204)) and
and attention
ntion of cons
atten consumers did not find any sup-
pride (beta = 0.180) had a significant
nifiicaant positive
p o si t i v e port
port in
in statistical
stattistica evidences.
effect on catching consumers’ rs’ attention
atteention tto- o-
wards the advertised product. ct. This
This finding
finding Discussion and Implications
Discuss
may suggest that consumers ers were m more o re
attentive to watching those advertise
advertisements
ements Th
The
h e primary objective
o of this research
which showcased thrill and pri pride.
ide. was to
o id
denttify the influence of rational and
identify

Table
T
Ta ble 3
Impact off Emotionall Ap
A ppe
p als o
Appeals onnC o sume
on mer Purchase Decision
me
Consumer

Attention
n P
Pu
Purchase
rchase Repurchase

beta t beta t beta t

Thrill 0.204 6.213 0.119 3.464 0.196 6.193
Affection –0.083 –2.788 –0.041 –1.306 –0.058 –2.022
Pride 0.180 5.532 0.221 6.505 0.354 11.288
Fear 0.070 2.436 –0.150 –4.994 –0.067 –2.404
Humor 0.043 1.458 0.120 3.911 –0.001 –0.039
Adjusted R square 0.280 0.212 0.329
F 51.547 36.024 64.838
Significant at ∗ p < 0.05.

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40  Sanjeev Verma

emotional appeals on consumer purchase de- attention towards the advertisement, but
cisions. The result obtained suggests that thrill and pride were the only major influen-
among all rational appeals, appeals depicting cers of consumer purchase decision.
refreshment affect consumer purchase de- Not many advertisers in India routinely
cisions right from the beginning till the end. collect data on differential impact of adver-
Consumers are prone to pay more attention tising appeals on consumer purchase decision.
to those ads which portray soft drinks as re- Our findings indicate that all advertisement
freshing products. The consumers pay min- appeals are not equally attractive and the
imum attention to other rational appeals like consumers get influenced by only some of
product attributes, logic and educative infor- them. Once the advertising appeal having
mation. The results obtained suggest that maximum likeability is determined, the ad-
besides refreshment, information like pro- vertisers would know the relative import-
duct attributes and educative information ance of these appeals in terms of perceptions
may also influence the consumers’ purchase of the targeted market. Managers can then
and repurchase decisions. The advertise- strategies that would be designed
generate strateg
ments containing rational appeal
ppeal depicting
deppicting specifically
spe ecifically for the
t target segments. Such dif-
logic did not create any influence
uence on any any off fferential strategies will help in enhancing the
erential strategi
the stages of consumer purchase
rchase decdecision.
cision. aattractiveness
ttractiveness and
a performance of advertis-
Among emotional appeals, thrill,
thrilll, affection,
affectiion,
iing stimuli.
ng sttimuli.
pride and fear attracted the he consumer
con n s u m e r ’’ss

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ANNEXURE

Questionnaire Age:
1. Under 25
‘Do All Advertising Appeals Influence
luence Consumer 2. 26–35 yrs
loratory Study’
Purchase Decision: An Exploratory Stud
u y’ 3 36–45 yrs
3.
4. 46–55 yrs
............
.. ......
Date: ................ 5 56 and
5. an
nd over
Dear Sir/Madam,
Ma
Mar
arita
al Status
Marital
We are doing a brief survey to find d out thee iniinfluence
n
nflfllue
uencce
ppealls on
of different types of advertising appeals o cconsumer
ons
onnsusumer
sum Un
nmmarried
1. Unmarried
ratefull if y
purchase decision. We would be grateful youou could
ou cou uld
l 2. Married
2. Mar
arri
ried
d
n it. Thank
spare a few minutes to participate in Thannk yoyou u very
very
ve ry Occu
Oc cup
paation
Occupation
much for your cooperation.
1.
1. Stu
t dent
Student
2. Businessman
3
3. Executive/M
Executive/Manager
PART A (General Information)
rmation) 4. Others
Name:
Gender:
1. Male
2. Female

PART B
1. Kindly tick to the degree of importance you give to different kinds of appeals and demonstrations in
advertisements.
Rational appeal depicting great taste Very Important 1...........2...........3...........4...........5 Not at all Important
Rational appeal depicting energizer Very Important 1...........2...........3...........4...........5 Not at all Important
Rational appeal depicting low calorie Very Important 1...........2...........3...........4...........5 Not at all Important
Rational appeal depicting refreshment Very Important 1...........2...........3...........4...........5 Not at all Important

(Annexure continued)

Global Business Review, 10:1 (2009): 33–43

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