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Get Your Advertisement Noticed; Impact of Emotional Advertisement on Consumer Buying Intention in the Presence of Consumer Emotion Management

Author Affiliations

  • 1Department of Management Sciences, Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology (SZABIST), Islamabad, PAKISTAN

Res. J. Recent Sci., Volume 5, Issue (1), Pages 43-47, January,2 (2016)


Too often an emotional response to advertising is thought to be one that elicits tears or smiles. But in fact, every ad generates an emotional response, because everything we encounter in life generates an instinctive emotional response. This research focuses on examining the impact of emotional advertising on consumer buying intentions. This paper incorporates the role of consumer emotion management as a moderating variable in casual linkage between independent and dependent variable. Questionnaire based survey data included 307 female students of the islamabad Pakistan universities. Correlation and regression analysis conducted by the author that showed a positive relationship between emotional advertisment and consumer buying intension. It also confirms the consumer emotion management as moderator that effects the consumer buying behavior. The paper confirms the relationship between emotional advertising and consumer buying intentions with respect to the consumer emotion management.


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