Advertising has changed significantly in recent years. Advertiser uses various techniques to attract consumers and shape consumers attitude and intentions towards product. Today consumers are exposed with different advertising campaigns. It becomes very challenging for advertisers to break through the cutting edge competition. Advertising is a way of communication to convince consumers and move them to next level of buying process. It shapes the attitudes of the society and the individual and inevitably influences customer behavior. Television advertisement is a lucrative option used by advertising companies and brands. They communicate with consumers to influence their decision making process and in turn trying to increase the sustainability of business and brands. 'Emotional' advertising displays the benefits of the product or service through acts or dramas and expect to strike an emotional chord with the consumer. It is very indirect in its persuasion. Referring to the 'Rational' Advertising, it deals with logical and appealing price point and with highlighting the consumer benefits by owning the product. This study shows how emotional and rational advertisement impacts advertising and try to understand the value of emotions in advertising. This paper is intended to give an insight of the influence of emotional advertising and rational advertising on the minds of the Indian consumer. For this research 'Projective techniques with an Experimental study' design was used on a group of 48 students. The aim of study was to find out which advertising appeal affect the consumer. For this study the questionnaire was designed based on 12 various factors, which is taken equally from advertisements with rational and emotional appeals. These attributes were taken from customer based brand equity model (Keller 1993). For this study ten television advertisements were chosen based on CBBE model, where five ads were based on rational appeal and other five were based on emotional appeal. Similarly, all the 12 factors were divided based on 6 rational and 6 emotional characteristics. The respondents marked the most relevant option on 5 point Likert scale. The result shows that majority of the consumers prefer emotional advertising over rational advertising.
P. Sharma, Dr. Priya Gupta, and Sreedhar, A., “The effect of emotional and rational advertising on consumer perception: An experimental study on Indian television advertisements”, in Proceedings of the 26th International Business Information Management Association Conference - Innovation Management and Sustainable Economic Competitive Advantage: From Regional Development to Global Growth, IBIMA 2015, 2015.