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Impact of Emotional Advertisement on Consumer Decision Making for Ice

Cream Brands in Pakistan
Article · October 2020

DOI: 10.34218/IJM.11.10.2020.032
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International Journal of Management (IJM)
Volume 11, Issue 10, October 2020, pp. 320-338, Article ID: IJM_11_10_032
Available online at http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=10
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
DOI: 10.34218/IJM.11.10.2020.032
© IAEME Publication Scopus Indexed
IMPACT OF EMOTIONAL ADVERTISEMENT

ON CONSUMER DECISION MAKING FOR ICE
CREAM BRANDS IN PAKISTAN
Amjad Ali
Benazir School of Business
Benazir Bhutto Shaheed University Lyari Karachi, Pakistan
Dr. Nazia Abdul Rehman

Dr. Khurram Shakir

Ibrahim Noorani
Department of Public Administration
Benazir Bhutto Shaheed University Lyari, Karachi, Pakistan
ABSTRACT
This research was conducted to see the effects of ads using emotions on consumer
Decision making. The study was limited to Low participation goods exclusively Ice
cream brand. this paper also intends to analysis the mainly powerful ad request that
effect the consumer’s decision making. The study is restricted to Low attachment
product exclusively Ice cream brand. The hypothesize model has been tested by
Structural equation modeling (SEM) and factor analysis. We used the quantitative
approach, and the questionnaire-based survey was conducted using a sample size of
384 people and their answers to different appeals excitement, Humor, love, and
happiness were recorded. The hypothesis model has been tested using structural
equation modeling (SEM) and factor analysis. The outcome shows a positive effect of
emotions like Humor and excitement influence the buying aim of the customers. This
paper verifies the positive association between Ads using emotions and consumer
decision making with respect to the Ice cream brand.
http://www.iaeme.com/IJM/index.asp 320 editor@iaeme.com

Impact of Emotional Advertisement on Consumer Decision Making for Ice Cream Brands in
Pakistan
Key words: Emotional Advertisement, Decision Making, Ice Cream Brands

Cite this Article: Amjad Ali, Dr. Nazia Abdul Rehman, Dr. Khurram Shakir and
Ibrahim Noorani, Impact of Emotional Advertisement on Consumer Decision Making
for Ice Cream Brands in Pakistan, International Journal of Management, 11(10),
2020, pp. 320-338.
http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=10
1. INTRODUCTION
1.1. Background of the Study
In recent Era Advertisement have become so much important tools for marketers by which
they sell their Brands and Products to their targeted customers. As we all know that the main
motive of marketers for doing advertisement is to remind and aware the customers about a
brand or a product by this way marketers achieve their product life cycle associated
objectives. Today the purpose of advertisement has totally changed. In 20th century the
motive of ad was just before motivate buyer to know with reference to the products and brand,
Usage of the Brand, and the features of the brand. When the customer used to understand
about the brand, he used to mislay their attention and used to avoid the ads.
Here this recent, advanced, informative and technological age where information is
surrounding everywhere, and customer has become smart because the customer knows
everything, he is the new boss, new CEO and new adviser of business. So, the marketers have
become smarter and they are trying so hard to build strong relationship with clients. To catch
the attention of customers and to give hard time to competitors the marketers are using
different promotional techniques (Sorensen, 2008). Using those techniques in advertisement
marketers are fulfilling their brands objectives. To make Brand positioning in the mind of
consumers markets exercise emotions in ads.
According to Zig Ziglar (1926) He is the motivational lecturer and writer ―People
purchase for emotional reason. They don‘t purchase for logical reason‖ we as a human are
extremely emotional being. We even react emotionally even to stuff. Even some time human
get angry on wall or computer screen so as we are naturally emotional being. Therefore,
marketers use emotional appeal because he know as much he will appeal emotionally as much
his marketing objectives will achieve because he also knows that people buy for emotional
reasons.
According to Rossiter & Bellman, (2012) ―Emotional advertisement is as much powerful
so that it can even make people happy and sad‖. Neurologist says that there are various kinds
of emotions which impact on people differently. Marketers use happiness, excitement, love
and humor emotions to attract people concentration and engage them with brand in order to
create brand image in the mind of consumers and customers.
According to Robert Heath (2012), seducing the subconscious, p. (26) ―first we have to
understand how people take decision in order to understand how people‘s behavior is affected
by advertisement‖. Actually our emotions play a role of gatekeeper or the master in order to
take decisions. It means our emotions role is as much extreme that we can not take decision
but for our emotions attach with it. And if we are out of time and we are not thinking about
decision on that time our emotions will take that decision for us through our intuition. It
means emotional advertisement can effect and influence our decision making far more than
people ever thought.
So many studies and researches have done to examine impact of ads based on rationality
on consumer decision making. The intention of recent research is to investigate reaction of

Amjad Ali, Dr. Nazia Abdul Rehman, Dr. Khurram Shakir and Ibrahim Noorani
emotionally presented ads by emotions of the excitement in ads, humor in ads, love and
happiness in advertising on consumer decision making. furthermore, the study provides to
make the perceptive about such emotionally presented appeal plus what are their reaction on
consumer decision making Advertising in the framework of ice cream brands into this region.
1.2. Research Problem

Today we have the age of competition where every product wants to beat another product
therefore today, we have unlimited advertisement of so many industries. Every industry wants
that people should involve in their advertisement which makes the customers more confuse
and make the decision process extremely difficult and critical because there are bulks of
advertisement in market. In this current situation, Ice creams brands in Pakistan is also facing
so many challenges and facing the retention of customers. Thus, ice cream brands must take
suitable actions in order to maintain market standard by adopting emotional appeal in
advertisement. In this way they can involve with customers more and grab their attention by
creating stronger relationship with customers in order to influence their decision making. By
this study we will measure the effectiveness of emotional advertisement in ice cream brands
in Pakistan. Also we will identify which emotions work effectively in ice cream brands in this
region.
1.3. Objectives of Study

 To examine the effect of Ads using Emotions on decision making of consumer for ice
cream brands within this region.
 To establish the efficiency of ads using emotions in order to create powerful
association with consumer for ice cream brands within our country Pakistan.
 To calculate which ads using emotions effects on consumer decision making and
repurchase for ice cream brand within our country Pakistan.
 To access most influential emotional appeal in ice cream brands advertisement.
2. LITERATURE REVIEW
In this chapter we are going to discuss the emotional appeals related to consumer decision
making. In past several studies have been done on the impact of ad using emotions as an
associate variable within researcher which also have connection with the present research.
In marketing and advertisement literature there are so many literature which presents
experimental proof about the emotional appeals, by which marketers can easily shape the
behavior of consumer and influence them to take decision about purchasing the product for
example (Kotler, 2008) Actually the people attract with advertisement in two ways or sense,
emotional and rational sense. This is the reason because of approximately advertisement are
divided in these two category. logical advertisement and emotional advertisement (hongxia z.
2014). About the last 10 to 15 years researchers and marketers find out that emotional
advertisement can strongly affect consumer spending and decision making of spending
manners (t. allen, 1992). According to ethorson (1990) emotional ads can help customers to
recall easily. In order to generate such kind of emotions the marketers and the advertisers use
the expressive ads.
The advertisement which we watch in our daily life generates a friendly reaction as every
other thing we look in our journey of life produces an impulse emotional response (Duncan,
C. P., &Nlson, J. E. 1985). Which influence the Advertisers and giving the strong message so
that advertisers should be aware of the outstanding value of emotions within their ads,
According to Mr shaahid M and Bilal, (2016) ads using emotions are the tool that helps

Pakistan
customers to relate their emotions with a specific brand or product, the emotional ads have
power to make people sad or happy or exciting, In advertisement marketers are showing the
events of life through that they are engaging the people and put customers in good mood in
this way they get success to stay longer in their memories. Because of emotional causes and
familiarities about the life event people relate the advertisement with their lives.
Eckler, P., &Bolls, (2011) describe the ads for promotion using appeals of emotions
control peoples physiological, social and psychological needs and wants. According to the
patti williams (2000) who defined how brands occupy a multiplicity of emotion in their ad to
improve expression. It is the nature of human that human experience different kinds of
emotions, range between fear, happiness, excitement, humor, angry and sad. In this research
we initially focus on the role of happiness, roll of love, role of excitement and the love of
humor appeal in emotional advertisement for ice cream brands in Pakistan.
2.1. Emotion of Excitement

Excitement is a kind of emotion which is full of joy. There are many kinds of excitement but
they all are exciting. Excitement get the attention of people e.g. If you can‘t wait to watch a
video so you are also feeling kind of excitement. According to khana (2016) Brands engage
people through excitement request in ad to purchase the brands in order to experience
somewhat exciting & unique. Marketers also use same appeal to highlight their brand
functions and try to create brand perception in the minds of consumers. People want to watch
exciting advertisement because they don‘t wants to be boring. It‘s good for you because if
people are excited about your brand so they can easily become your customers.
According to Michael Mayfield (2011) Using excitement in advertising is not a long term
solution because once your target customers have become familiar about your brand they will
not be exciting anymore. But if you want to use excitement in your advertising for short term
then it‘s brilliant for you because you can easily get attention of your customers in short term
period. But once your customers get aware about your brand then try to use different
advertisement with another shocking and exciting advertisement.
In order to understand how excitement effect consumer decision making, first of all we
have to understand how excitement exactly work in adverting. According to neil patel
―Excitement is mental, but it effects the whole body‖. The starting of excitement is just like
other emotions in the brand but excitement have strong physiological responses in their mind.
When human is excited so he feel state of arousal which means his heart beat increases,
and brain gives signal to increased the production of hormones in body. According to Paloma
Vasquez, the author of The Psychology of Social Shopping, points ―People emotions get
powerful when they are excited and can affect their decision making capabilities. When
people are excited they do more decision making even they make bad decision making some
time.
2.2. Emotion of Love

Emotion like Love is another fundamental emotion which we fee for another human. Love is
not just emotions it‘s more than emotions. This type of ads are so much common which
brands mostly exercise in their advertisement in order to influence their customer to purchase
company brand.(khanna,P. (2016). Love is the feeling which creates strong relationship
between customer and brand and it influence customer‘s decision of purchasing. Khanna, P
(2016).
There are so many peoples who said so many things about love. Socrates is also one of
those people once Socrates said ―life is full of pain but there is one word which can free us

from all the pain and difficulties and that word is love.‖ According to Albert Einstein ―People
fall in love with other things and other person Gravity is not responsible for it‖. Once Martin
Luther King said love is the only power in this universe, which can change the perception of
people. Even it can convert your enemy in to your best friend. Some researchers believe that
the word love has used too much for consumer association with brands. According to
Bagozzi, Batra & Ahuvia (2016) in this modern age brand love is one of the important things
for consumers as well as marketers.
According to Carroll and Ahuvia (2006, 81) Emotional appeal is a relationship which
reflect the emotional connection of individual with a brand‖. According to park & Maclnnis
(2006) the individual preferences of loving the brand can be identify through the emotional
attachment.
2.3. Emotion of Happiness

Happiness is the kind of emotion that comes to you when you think everything is first-class
on that time you smile. Happiness is kind of joy whenever peoples are safe or lucky or
successful they become so much happy. The advertisers and marketers use the emotions of
happiness to create strong relationship with customers and create loyal customers. Marketers
want to relate their brands with customer‘s good moment like joy, smile and happiness.
According to Ambler T. and Burne T. {1999} ads using appeal of happiness have ability to
sell to maximum number of customers.
According to Bagozzi et al., (1999) the one of the most important topic in marketing is the
way emotions affect the consumer decision making. So many studies have been done which
show the empirical purchases impact the consumer‘s happiness (Bhattacherjee and mogilner,
2014; Laros & Steenkamp, 2005; van boven & Gilovich, 2003; Thomas & Millar, 2013)
which shows one of the factual reason which is related to consumer happiness. That is social
interaction with people such as family members and friends. Therefore so many marketers use
this social interaction with family members and friends in their advertisement with happiness
appeal because they know this is really powerful tool for them.
According to Holbrook & Batra, (1987) Happiness is as much important factor of
marketing that its often the slogan or the motto of so many marketing and advertising
communication. Emotions of happiness is one of the significant factor that explain advertising
content. in this modern age where customers is your new boss so many marketers are trying to
attract their consumers by promising happiness in their advertising (Mogilner et al., 2012).
Ruth (2001) states that positive emotions in advertisement produce affective impact on
consumer‘s decision, which influence the consumers attention towards advertisement as well
as towards brand. According to Kotler et al., (2010) whenever you think about happiness as
the main theme of an ad campaign, your highest mind would be probably Coca Cola
company. From 2009 to 2015, Coca Cola's launch the advertising campaign by the name of
Open Happiness which was one of the most successful global brand campaigns which makes
Coca Cola the image of American happiness, and consumers of coco cola strongly believe in
happiness in coco cola brand.
2.4. Emotion of Humor

The ability or quality of the Humor in someone or something that makes you laughs.
Weinberger and Gullas (1992) writes whenever the funny ads run by marketers so on that
time that ads create powerful effects on consumers to force consumer interest in relation to
advertisement plus it impact on their decision making. According to research done by Speck,
P. S. (1987) In comparison of the emotions of humor in ads and those ads which don‘t have
humor found that those advertisements which has humor attracts customer‘s attention, have

Pakistan
them to easily understand the message content and take final action to do decision making
about purchase.
Tellis (1998) states that so many people use humor in their communication as an effective
communication tool n their daily life. Humor relaxes the other person and builds strong
relationship between speaker and audience. Therefore you would find a lot of speakers too
frequently start their communication with a funny story. According to clow (2007) humor is
the tool which helps you to set good mood and gain acceptance this is one of the big reason
that humor is used 24 percentage of prime time TV ads and 35 percentage of radio
advertisement.
According to Speck, (1991) some academic researchers believes that emotional
advertisement using humor get more attention of people and people like it more as compare to
those advertisement that do not use humor in their advertisement. Though, the humor in
advertisement is valuable able and most suitable which increase the efficiency of
advertisement but it is one of the complicated topic which is affected by so many factor.
(Weinberger and Gulas, 1992).
According to fatt, (2002) it is so much important to understand that there are some
situation where humor are more effective despite of increasing the number of humorous ads.
Humorous ads show their effectiveness differently among cultures, demographic, individuals
and even among groups. Shimp (2010) has shown so many evidences to proof that ads using
emotion of humor are more effectual than the ads which don‘t use emotion of humor only if
when consumer‘s opinion about company is already positive.
2.5. Conceptual Framework
Emotion of happiness
Emotions of love
Consumer
Decision
making
Emotions of humor
Emotions of Excitement
Figure 1 Conceptual Framework

2.6. Hypothesis
H1: There is Significant relationship between Emotions of Happiness and Consumer Buying
Decision making.
H2: There is Significant relationship between Emotions of Use and Consumer Buying
Decision making.
H3: There is Significant relationship between Emotions of Humor and Consumer Buying
Decision making.
H4: There is Significant relationship between Emotions of Excitement and Consumer Buying
Decision making.
3. RESEARCH METHODOLOGY
3.1. Design of Research
The design of the research for this study will be involved in to testing the deductive
quantitative data which will collect through the survey questionnaire to find out the
correlation between variables. The time horizon for data collection is cross-section which is
about the three weeks of time. The unit of the analysis will be individual i.e people who they
use ice cream brandsof Karachi region. We will collect date through mono method that
includes quantitative strategy.
3.2. Procedure
The research will be accomplishes:
 By gathering the prime data from those people of Karachi region who they use ice
cream brands and who have seen the emotional advertisement of any ice cream brand
 Secondary data will be collected from literature data.
 After collecting the data we will apply statistical tools on data.
3.3. Population
There are millions of customers ofice cream brand in Pakistan. We will select 100,000 most
frequent customers‘ top 3 ice cream brands (wall‘s, IGLOO, Omore) in Pakistan. The reason
of selecting they have gone through the process of using the selective direct and indirect
products of top 3 ice cream brands and they have also seen ice cream advertisement.
Therefore they are capable to give us the useful info about relevant questions.
3.4. Sample and Sampling Methods

Population of this research stood about 100,000 ice cream user of top 3 ice cream brands. By
following the scientific guidelines of sampling table of krejicie and Morgan (1970) to measure
the impact of ads using emotions on consumer decision making the sample of 384 are
selected. Probability method of sampling is used in which all sampling farm or population has
the equal opportunity to be selected.
Type of the sampling is stratified random sampling where ‗education‘ is taken as a
parameter. Respondent who they are doing masters they will give answer differently from
those respondent who they are doing graduation. The Sample from respondents selected
would be from different educational institutional located at Karachi
The total respondent are 384 in which 200 would be under graduate 100 would be doing
their master and 84 intermediate level.

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3.5. Instrumental Selection

The prime data has been gather by survey questionnaire from the 384 respondents. The
questionnaire was separated in to two parts. The first part addressed the demographic info on
nominal scale, whereas the second part of measure was negotiating with the elements to
measure the variables under the study on 5 points Likert scale, from one to five level 1=
strongly disagree, 2= disagree, 3= neutral, 4= agree, 5= strongly agree, because the Likert
scale is a continuous scale and it measure the intensity and insight of the subjective
constructs, hence generally used in the field of mgt sciences. It is used for measure and is an
updated and reliable five-item version of an former scale by (Keller, 2003).The statistical
tools have been used for testing the validity of the variables, it showed that the how logical
the content are, and measure the validity of variables of the data. Statistical tools also used for
testing the reliability of data whereas the consistency of the data is measure
4. ANALYSIS OF DATA AND FINDINGS

4.1. Demographics Profiling
The following chart shows the data about the age, qualification, and gender. Because we
know that it is too much difficult to collect samples for big population there for, we have
collected small sample frame.
From 384 people 66.1% were men and 33.9% peoples were women. The spss result shows
that 280 participants are from 15 to 25 years old. When we look towards the qualification
1.3% of people belong to metric, 16.9% respondent belong to intermediate, 55.5% respondent
belong to undergraduate and 26.3% respondent‘s qualifications are Master. Furthermore
73.7% respondent prefer to buy the ice cream of Wall‘s brand, 16.4% respondent prefer to
buy ice cream of Omore and 9.9% respondent prefer to buy the ice cream of Igloo brand. The
frequency of purchase of ice cream which is dominant is 58.6% which people buy the ice
cream on Monthly bases.
Table 1 Respondents Demographic Profiling

Variable Category Frequency
Percentage
Gender Male 254 66.1%
Female 130
33.9
Age 15-25 280 72.9%
25-35 99 25.8%
35 Above 5
1.3%
Qualification Metric 5 1.3%
Intermediate 65 16.9%
Undergraduate 213 55.5%
Master 101 26.3%
I prefer Ice cream Wall‘s 283 73.7%
of Omore 63 16.4%
Igloo 38 9.9%
Frequency purchase Daily 11 2.9%
Of ice cream Weekly 98 25.5%
Monthly 225 58.6%
Yearly 50 13%

4.2. Descriptive Statistic

Table 2 Descriptive Statistic of individual
Emotion of love Mean Std. Deviation
Variance
Statistic Std. Error Statistic
Ice cream brand Advertisement showing love induce 2.69 .060 1.170 1.369
Me in a good mood and feel good about advertisement.
Love appeal in advertisement increase liking 2.77 .062 1.220 1.488
of ice cream products
Advertisements with love emotion are the most memorable 2.75 .060 1.181 1.396
And create association with the ice cream brands.
I remember the information contained in advertisement 2.67 .061 1.186 1.407
With love appeal for a long time.
The above chart describes that how the ads of Appeal using emotions improve the quality
of relationship with the people who they watch advertisement and help them to remember the
name of brand in order to create relationship b/w the Brand and customers. Table 2 describe
the statistics of mean, statistics of Standard Deviation and Statistics of the Variance about 384
people about every one items use in Appeal of Love. The outcome shows the value of all
items lie between ranges of 2.67 to 2.77 showing the agree response about the variables.
Result of the value also proved that the emotional appeal of love is very useful and effective
in advertisement because the gap from mean to standard deviation is very less.
Table 3
Emotion of Humor Mean Std.
Deviation Variance
I strongly believe people buy Ice cream from 2.71 .062 1.209 1.461
the brands of humorous advertisements
The Humorous ads made me identify 2.65 .062 1.215 1.477
Ice cream brand among competing brands.
Ice cream Brands with Humorous Advertisements 2.65 .061 1.194 1.425
Helps me to recall brand before shopping.
I discuss the variety of products offered by the 2.75 .063 1.237 1.531
Ice Cream Brands of Humorous advertisement
The ability or quality of the Humor in someone or something that makes you laughs.
Weinberger and Gullas (1992) writes whenever the funny ads run by marketers so on that
time that ads create powerful effects on consumers to force consumer interest in relation to
advertisement plus it impact on their decision making. According to research done by Speck,
P. S. (1987) In comparison of the emotions of humor in ads and those ads which don‘t have
humor found that those advertisements which has humor attracts customer‘s attention, have
them to easily understand the message content and take final action to do decision making
about purchase.
The above describe the statistics of mean, statistics of Standard Deviation and Statistics of
the Variance about 384 people about every one items use in Appeal of Humor. The outcome
shows the value of all items lie between ranges of 2.65 to 2.75 showing the Agreed to neutral
response for the items used. The result of the value also proved that the emotional appeal of
Humor is very useful and effective in advertisement because the distance from the mean is
very less.

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Table 4
Emotion of Happiness Mean Std. Deviation
Variance
Ice cream Advertisements focuses on happy 2.75 .064 1.249 1.560
Images of the people appeals to my senses.
Ice cream advertisements showing connecting 2.53 .062 1.215 1.477
People give me a positive feeling about the brand.
Ice cream Advertisements that expresses happy 2.65 .063 1.236 1.528
Moments creates happy customers.
I can easily relate Ice cream 2.70 .065 1.281 1.641
advertisements with happy memories
Happiness is the kind of emotion that comes to you when you think everything is first-
class on that time you smile. Happiness is kind of joy whenever peoples are safe or lucky or
successful they become so much happy. The advertisers and marketers use the emotions of
happiness to create strong relationship with customers and create loyal customers. Marketers
want to relate their brands with customer‘s good moment like joy, smile and happiness.
According to Ambler T. and Burne T. {1999} ads using appeal of happiness have ability to
sell to maximum number of customers.
the Variance about 384 people about every one items use in Appeal of happiness. The
outcome shows the value of all items lie between ranges 2.53 and 2.75 showing the Agreed to
neutral response for the items used. The result of the value also proved that the emotional
appeal of happiness is very effective in advertisement because the distance from the mean is
very less.
Table 5
Emotion of Excitement Mean Std. Deviation
Variance
Ice cream Advertisements are formulated 3.07 .065 1.270 1.612
To entertain and grab attention.
Ice cream advertisements with excitement 3.13 .064 1.252 1.569
appeal increase message understanding
I usually look for Advertisement that triggers 3.14 .062 1.211 1.467
Feelings of excitement in me.
Excitement Appeals are better for achieving 3.07 .064 1.254 1.572
communication Goals
Excitement is a kind of emotion which is full of joy. There are many kinds of excitement,
but they all are exciting. Excitement get the attention of people e.g. If you cannot wait to
watch a video so you are also feeling kind of excitement. According to khana (2016) Brands
engage people through excitement request in ad to purchase the brands to experience
somewhat exciting & unique. Marketers also use same appeal to highlight their brand
functions and try to create brand perception in the minds of consumers. People want to watch
exciting advertisement because they don‘t want to be boring. It is good for you because if
people are excited about your brand so they can easily become your customers.
the Variance about 384 people about every one items use in Appeal of excitement. The
outcome shows the value of all items lie between ranges of 3.07 to 3.14 showing the neutral
to agreed response for the items used in excitement.

Table 6
Consumer Decision Making Mean Std. Deviation
Variance
Statistic
I look forward to to purchase or repurchase Ice cream 2.54 .061 1.198 1.434
brands using emotional appeal in advertisement
The Probability that I would consider buying Ice cream 2.65 .063 1.226 1.503
from Brands using emotional appeal is mostly high.
I prefer to buy certain Ice Cream Brands over 2.68 .065 1.268 1.607
others because of their emotional advertisement.
Emotional Advertisement of Ice cream brand 2.63 .064 1.258 1.582
affects my buying decision.
The above variable describe that there is impact of emotions of happiness, love,
excitement and humor on consumer decision making because the majority of the respondent
has given the agreed response because as we can see that the mean values range is between
2.54 to 2.68 and the value of standard deviation is also less showing that there is very
favorable effect of ads using emotions on Consumer Decision Making.
Table 7 Descriptive Statistics (Factors)

Mean Std. Deviation
Variance
Statistic
Love 2.7187 .0455 .89 23 .796
Humor 2.6861 .0459 .8999 .810
Happiness 2.6595 .0483 .9476 .898
Excitement 3.0996 .0467 .9162 .839
Consumer Decision Making 2.6243 .0510 1.0013 1.003
Table 7 shows the statistics of mean, statistics of Standard Deviation and Statistics of the
Variance about 384 people. The advertising with emotion of Love has Mean of 2.7187 which
fall in the agreed range to neutral series. The value of standard deviation statistics and
variance statistics are .892 and .796 respectively. The range of standard deviation statistics
and variance statistics are smaller that shows that the love appeal is very effective in
advertisement.
The ads using emotions of excitement, happiness and humor are 2.6861, 2.6595 and
3.0996 respectively and the statistics of Standard Deviation and statistics of Variance are
.8999 & .810, .9476 and .898, .9162 and .839 respectively which is very low showing the
reliable result. Furthermore, the mean of consumer decision making which is dependent
variable of the research is 2.6243 which describe the majority of the people has given the
agreed response up on emotional advertisement has positive response on consumer decision
making.
Table 8 Reliability Analysis

Cronbach Alpha
Ads using emotion of love (Independent variable) .741

Ads using emotion of humor (Independent variable) .727
Ads using emotion of happiness (Independent variable) .757
Ads using emotion of excitement (Independent variable) .716
Consumer Decision Making (Dependent variable) .824

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In above chart the result of cronbach alpha is showing the reliability of dependent and
independent variable. The reliability test shows the significances of data. The above reliability
test show the acceptable result of all the independent variables and the dependent variable.
The chronbach alpha of all the independent variable such as emotion using love in ads,
emotion using happiness in ads, emotion using humor in ads and emotion using excitement in
ads are more then 0.7. Which are bigger than the required value that is about 0.70 there for all
independent variable are reliable and good? The overall chronbach alpla of the questionnaire
was .728 which is significant as it is greater than the standard value. The chronbach alpha of
consumer decision making is 0.824 as it falls between the range of 0.5 to 0.9 there for it is
acceptable. The instrument of research used in this research measures the emotional ads
impact on consumer decision making for ice-cream brands on different aspects.
4.3. Exploratory Factor Analysis

Through Factor analysis we decrease the huge numbers of variable in small and most accurate
and related variable called factor (Terre Blanche & Durrheim, 1999). This research belong to
exploratory nature the factor analysis was conducted to recognize the most significant items.
The variables are emotion of love, excitement, humor, happiness and consumer decision
making. After applying the factor analysis and the reduction the items was decrease to 20
substances with 4 substances for every factor because earlier than the reduction of item there
were 21 items. Consumer decision making was about 5 items but only 4 item loads on the
factor. While other independent variables like ads using emotion of love, excitement, Humor
and the happiness originally consist of 4 statements which were loaded on that factor. As we
know that our research was exploratory there for we apply the factor analysis in order to
identify the most important constructs. For the statistical measure of sampling we apply the
KMO test.
Table 9 KMO and Barlett‘s Test
According to the (Tabachnick & Fidell, 2001) the KMO result should be higher than 0.7.
The result of KMO shows that the above chart has shown the precious results of the extract
constructs of bartlett‘s Test of Spehercity has shown the significant value 0.000 which
conform that the result of factor analysis is reliable.
Table 10 Rotated Component Matrix

variable Item Label Item Description Standard Factor Loading
I_lov_1 Induce Nice Feelings .753
Emotion using love I_lov_2 Enhance Linking .736
in Ads I_lov_3 Create Association .773
I_lov_4 Attracts Attention .725
I_hmr_1 Increase Recommendation .714
emotion using I_hmr_2 Recognize Competing Brand .748
humor in Ads I_hmr_3 Increase Recall .760
I_hmr_4 Create Loyalty .708
I_hps_1 Induce Positivity towards Product .777
Emotion using I_hps_2 Create Happy Customers .743

happiness in Ads I_hps_3 Induce to Purchase .743

I_hps_4 Help to Build Memories with Brand .749
I_ext_1 Entertain .747
emotion using I_ext_2 Enhance Message to comprehension .708
excitement in Ads I_ext_3 Trigger Excitement .748
I_ext_4 Achieve Communication Goals .709
D_cdm_1 Repurchase .800
Consumer Decision D_cdm_2 Increase Consideration to purchase .826
Making D_cdm_3 Preference Over Others .803
D_cdm_4 Affect Buying Decision .784
The above chart describes the relationship among single variables with extract constricts
and it shows the standardized factor loading for all items. Result of factor loading is showing
reasonable strong relationship with the constructs.
4.4. Confirmatory factor Analysis using AMOS

We use factor examination in order to decrease huge variables to pull out most reliable
variable called the Factor. We use this by using AMOS. As our research belongs to
exploratory nature therefore it is the reliable technique in order to discover the fluctuation
between observed & excerpt from variables. The AMOS converts them into a general factor.
We can also see in the diagram below which is showing most significant construct, such as
emotion using excitement, happiness, love, humor and consumer decision making.
Figure 1 Path Diagram

Pakistan
Table 11 Standard regression Weight

Variable Item Label Item Description Standard Factor Loading
I_lov_1 Induce Nice Feelings .753
Emotion using Love I_lov_2 Enhance Linking .736
In Advertisement I_lov_3 Create Association .773
I_lov_4 Attracts Attention .725
I_hmr_1 Increase Recommendation .714
Emotion using Humor I_hmr_2 Recognize Competing Brand .748
In Advertisement I_hmr_3 Increase Recall .760
I_hmr_4 Create Loyalty .708
I_hps_1 Induce Positivity towards Product .777
Emotion using Happiness I_hps_2 Create Happy Customers .743
In Advertisement I_hps_3 Induce to Purchase .743
I_hps_4 Help to Build Memories with Brand .749
I_ext_1 Entertain .747
Emotion using Excitement I_ext_2 Enhance Message to comprehension .708
In Advertisement I_ext_3 Trigger Excitement .748
I_ext_4 Achieve Communication Goals .709
D_cdm_1 Repurchase .800
Consumer Decision D_cdm_2 Increase Consideration to purchase .826
Making D_cdm_3 Preference Over Others .803
D_cdm_4 Affect Buying Decision .784
As we can see the above table 11 which is showing the Standardized factor loading for
each items with description of the variables & it show the relationship b/w single variable
with the extract construct. The above result shows the reasonable and tough connection with
the construct.
4.5. Evaluation Measurement of Model Fitness

AMOS are very useful in order to calculate the model‘s fitness and AMOS provide the data
by which we can find out the validity & the fitness of the hypothesis of study the different
significant indicates goodness of fit index (GFI), Root Mean Square Error of Approximation
(RMSEA), Adjusted goodness of fit index (AGFI), Chi square (CMIN/DF) and comparative
fit were carried out by the AMOS to determine validity of the model used in research. The
above indicates show the degree that the construct are related to each other. The figure 2 of
the table 8 indicate the value of the result.
Table 12 Model Fitness Test

Model Fitness Result of Value Requirement
CMIN/DF 1.072 < 3 is good ; <5 is Acceptable
CFI 0.993 Close to 1 is good
GFI 0.957 >0.90
AGFI 0.944 >0.90
RMR 0.054 < 0.08
RMSEA 0.014 < 0.08
PCLOSE 1.000 > 0.05
The value of RMSEA, GFI, RMR, PCLOSE, CFI and CMIN/DF meet the requirement of
Threshold and show that the model is acceptable and fit. As shown in the chart no 8
4.6. Path Structural Equation Modeling

We use structural equation modeling in order to calculate the structural association b/w
endogenous and exogenous variable. This model shows the multivariate analyses and factor
analyzes of the model. First of all, we evaluate the model weather the association b/w latent &

measured variables are important or not the below chart showing the path diagram of emotion
of excitement, happiness, love and humor towards the consumer decision making.
Figure 2 Path Diagram
4.7. Evaluation Measurement of Model Fitness

AMOS are very useful in order to calculate the model‘s fitness and AMOS provide the data
by which we can determine the validity and the fitness of the hypothesis of research the
different significant indicates goodness of fit index (GFI), Root Mean Square Error of
Approximation ( RMSEA), Adjusted goodness of fit index (AGFI), Chi square (CMIN/DF)
and comparative fit were carried out by the AMOS to determine validity of the model used in
research. The above indicates show the degree that the construct are related to each other. The
figure 2 of the table 8 indicate the value of the result.
Table 13 Test of model fitness

Model Fitness Result values Requirement
CMIN/DF 1.241 < 3 is good ; <5 is Acceptable
CFI 0.977 Close to 1 is good
GFI 0.949 >0.90
AGFI 0.936 >0.90
RMR 0.089 < 0.08
RMSEA 0.025 < 0.08
PCLOSE 1.000 > 0.05
The value of RMSEA, GFI, RMR, PCLOSE, CFI and CMIN/DF meet the requirement of
Threshold and shows that the model is acceptable and fit. In this study we have taken the
seven model fit in order to examine the fitness of the model. Emotions using happiness in ads,
emotions using love in ads, emotions using humor in ads and emotions using excitement in
ads were examined throughout the 4 item even as other 4 questions were made to calculate the
consumer decision making influence by emotional advertisement. As it has described in the

Pakistan
above table no 9 the resultant value of CMIN/DF is 1.241 which is acceptable and good as we
can see in the threshold. The resultant value of CFI is 0.977 which is closer to 1 and showing
the good result that the model is fit. The resultant value of GFI, AGFI, RMSEA and PCLOSE
are also meeting the standard requirement of Threshold. However the result of RMR is 0.089
which is greater than 0.8 is differ from the standard requirement as we can see in the table.
The above table is showing that the model is statistically fit and acceptable.
Table 14 Regression Weight (Hypothesis Testing)

Estimate S.E. C.R. P Label
Consumer_Decision_making <--- Love .059 .075 .788 .431 H1 Rejected
Consumer_Decision_making <--- Happiness .002 .066 .027 .978 H2 Rejected
Consumer_Decision_making <--- Excitement .185 .077 2.402 .016 H3 Accepted
Consumer_Decision_making <--- Humor .262 .085 3.094 .002 H4 Accepted
The result of hypothesis has shown the significant effect of Emotional ads on Consumer
decision making for ice cream product every Independent interpreter has given a standardized
& un standardized Beta coefficient to finds negativistic and positivistic effect of all variable.
Whereas the value of ‖ P‖ determine the importance of the data of 95 % confidence interval.
The above chart describe that Hypothesis 1 and Hypothesis 2 has rejected which describe that
Emotion using love and happiness in Advertisement has significant impact on consumer
decision making are proved to be rejected while Hypothesis 3 and Hypothesis 4 has accepted
and support the result of the research.
5. CONCLUSION
In this modern age where everything has become difficult because of competition today
marketers are also facing many problem because in market there are too many advertisement
and it has become so much complex. Before era the motive of advertisement was just to
inform customers and the customers were loyal on that era. Today customer knows each and
every thing because this is the era of information there for to deceive customers are
approximately impossible. There was marketers are using various techniques to attract the
customer so that customer repurchase or recognize the brand in this way they increase the
sale.
We use the exploratory approach to know whether there is effect of emotional ads such as
emotion using humor in ads, emotion using love in ads, emotion using excitement in ads and
emotions using happiness in ads has impact on consumer decision making or not. We
conducted this study on ice cream industry. The data were collected from 384 respondents for
that we take 2 famous brands which they are well known in Pakistan like wall‘s, Omore and
Igloo.
The result of the research has shown the positive effect of emotional advertisement on
consumer decision making specially the emotion of Excitement and Humor are very useful in
advertisement in order to strongly influence brand recognition, brand Awareness and
customer purchase intension. Emotional advertisement is the kind of magic by which
marketers sell each and every thing.
Today so many ice cream brands (Wall‘s, Omore, Igloo) use emotional advertisement
frequently in order to excite and surprise their customers. Now the marketers of Ice cream
brand should learn the consequence and the importance of emotional advertisement in order to
enhance the sale, brand recall and brand recognition.
The objective of the research was to find out the effect of emotional ads on consumer
decision making for ice cream brands, To find out the efficiency of ads using emotions to

create powerful association with consumers for the ice cream brands within this region and to
access most powerful emotional request in ice cream industry. We have successfully examine
the impact of emotional advertisement on consumer decision making that there is positive
effect of ads using emotions on consumer decision making for ice cream brand in Pakistan.
We have also determine that the emotional advertisement is very effective and it create strong
relationship with customers and we have find that the most influential emotional
advertisement appeal in ice cream brands are Humor and Excitement
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Impact of Emotional Advertisement on Consumer Decision Making for Ice

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© IAEME Publication Scopus Indexed

IMPACT OF EMOTIONAL ADVERTISEMENT

Dr. Nazia Abdul Rehman

Dr. Khurram Shakir

http://www.iaeme.com/IJM/index.asp 320 editor@iaeme.com

Key words: Emotional Advertisement, Decision Making, Ice Cream Brands

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1.2. Research Problem

1.3. Objectives of Study

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2.1. Emotion of Excitement

2.2. Emotion of Love

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2.3. Emotion of Happiness

2.4. Emotion of Humor

http://www.iaeme.com/IJM/index.asp 324 editor@iaeme.com

2.5. Conceptual Framework

Figure 1 Conceptual Framework

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3.4. Sample and Sampling Methods

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3.5. Instrumental Selection

4. ANALYSIS OF DATA AND FINDINGS

Table 1 Respondents Demographic Profiling

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4.2. Descriptive Statistic

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Table 7 Descriptive Statistics (Factors)

Table 8 Reliability Analysis

Ads using emotion of love (Independent variable) .741

http://www.iaeme.com/IJM/index.asp 330 editor@iaeme.com

4.3. Exploratory Factor Analysis

Table 9 KMO and Barlett‘s Test

Table 10 Rotated Component Matrix

http://www.iaeme.com/IJM/index.asp 331 editor@iaeme.com

happiness in Ads I_hps_3 Induce to Purchase .743

4.4. Confirmatory factor Analysis using AMOS

Figure 1 Path Diagram

http://www.iaeme.com/IJM/index.asp 332 editor@iaeme.com

Table 11 Standard regression Weight

4.5. Evaluation Measurement of Model Fitness

Table 12 Model Fitness Test

4.6. Path Structural Equation Modeling

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Figure 2 Path Diagram

4.7. Evaluation Measurement of Model Fitness

Table 13 Test of model fitness

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Table 14 Regression Weight (Hypothesis Testing)

http://www.iaeme.com/IJM/index.asp 335 editor@iaeme.com

http://www.iaeme.com/IJM/index.asp 336 editor@iaeme.com

[18] Sørensen, J. (2008). Measuring emotions in a consumer decision-making context—

http://www.iaeme.com/IJM/index.asp 337 editor@iaeme.com

http://www.iaeme.com/IJM/index.asp 338 editor@iaeme.com

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