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THE RELATIONSHIP BETWEEN EMOTIONAL ADVERTISING  AND CONSUMER DECISION MAKING

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Emotional advertising, defined as the use of emotional appeals in marketing communication to influence consumers, has become a significant focus in understanding consumer decision-making processes. Emotional appeals are designed to create strong emotional connections between consumers and brands, aiming to enhance brand recall, preference, and loyalty. According to recent studies (Smith, 2019; Nguyen & Tansuhaj, 2020), emotional advertising is effective in shaping consumers’ attitudes, perceptions, and choices, as emotions play a pivotal role in the decision-making process.

Consumers often rely on emotional responses to evaluate products and services, making emotional advertising a powerful tool for marketers (Timmermans & Cauberghe, 2018). The connection between emotions and decision-making has been well-documented in psychology, with numerous studies highlighting how emotional triggers can lead to impulsive or rational consumer choices (Isen, 2018). Furthermore, brands that strategically incorporate emotional content into their advertisements tend to generate stronger engagement, which subsequently leads to higher consumer trust and purchase intent (Jin, 2021). However, despite the rising popularity of emotional advertising, there remains limited research on how these emotional appeals directly impact consumer decision-making in diverse socio-economic contexts.

Studies have also indicated that cultural, demographic, and individual differences can moderate the effectiveness of emotional advertising. For instance, individuals from collectivist cultures may respond differently to emotional appeals compared to those from individualistic societies (Zhang & Wu, 2021). In light of these variables, this study aims to explore the intricate relationship between emotional advertising and consumer decision-making, with a focus on identifying how specific emotional appeals influence purchasing behavior across different consumer groups.

1.2 Statement of the Problem

The proliferation of emotional advertising has revolutionized marketing strategies, but the impact on consumer decision-making remains complex and multifaceted. While some marketers perceive emotional advertising as a universal solution for influencing consumer behavior, research indicates that emotional triggers do not always translate into consistent purchase decisions (Gao et al., 2020). Several issues persist: first, the emotional response elicited by advertisements varies across consumer segments, depending on cultural, socio-economic, and psychological factors (Hong & Kim, 2019). Second, there is a lack of empirical studies that systematically examine the direct correlation between emotional appeals and actual purchasing behavior. Third, brands continue to invest heavily in emotional advertising without fully understanding the long-term implications on consumer loyalty and brand preference.

In Nigeria, for instance, emotional advertising campaigns often emphasize familial relationships, social values, and communal ties, reflecting the country’s collective cultural orientation (Olatunji & Akinwande, 2020). Yet, limited research has been conducted to assess how these campaigns influence consumer decisions in this unique socio-cultural context. The lack of understanding regarding the impact of emotional advertising on consumer behavior has led to a fragmented approach in marketing strategies, with many brands failing to capture the nuances of emotional engagement in a way that drives sustainable consumer choices.

1.3 Objectives of the Study

The main objective of this study is to determine the impact of emotional advertising on consumer decision-making processes in diverse consumer segments in Nigeria.

Specific objectives include:

i. To evaluate the impact of emotional appeals on consumer attitudes towards products.

ii. To determine how emotional advertising affects consumers' trust in brands.

iii. To find out how emotional advertising influences purchasing behavior in different socio-economic groups.

1.4 Research Questions

i. What is the relationship between emotional advertising and consumer attitudes towards products?

ii. What is the impact of emotional advertising on consumers’ trust in brands?

iii. How does emotional advertising influence purchasing behavior across different socio-economic groups?

1.5 Research Hypotheses

Hypothesis I

H₀: There is no significant impact of emotional appeals on consumer attitudes towards products.
H₁: There is a significant impact of emotional appeals on consumer attitudes towards products.

Hypothesis II

H₀: There is no significant impact of emotional advertising on consumers’ trust in brands.
H₂: There is a significant impact of emotional advertising on consumers’ trust in brands.

Hypothesis III

H₀: There is no significant impact of emotional advertising on purchasing behavior across different socio-economic groups.
H₃: There is a significant impact of emotional advertising on purchasing behavior across different socio-economic groups.

1.6 Significance of the Study

The significance of this study lies in its potential to offer valuable insights into how emotional advertising shapes consumer decision-making in Nigeria. By examining the impact of emotional appeals, marketers will be equipped with data-driven strategies that can be tailored to local consumer preferences. This research will provide practical implications for advertising campaigns, helping brands design emotionally resonant messages that foster brand loyalty and drive sales. Additionally, the study will contribute to the broader field of consumer behavior research by highlighting the cultural and psychological factors that mediate emotional responses in marketing.

1.7 Scope of the Study

This study focuses on the influence of emotional advertising on consumer decision-making within the Nigerian context. It examines the impact across various socio-economic groups, with particular attention to how emotional appeals affect consumer attitudes, trust in brands, and purchasing behavior. The study will be conducted in urban and semi-urban areas of Nigeria, targeting diverse consumer segments, including young adults, middle-aged individuals, and older adults.

1.8 Limitations of the Study

One limitation of this study is the potential for varying responses due to cultural differences within Nigeria, where emotional advertising campaigns may be perceived differently across regions. Additionally, the study may be constrained by the accuracy of self-reported data from survey respondents, which could lead to biased responses. The time and resource availability for comprehensive nationwide data collection could also limit the generalizability of the findings.

1.9 Definition of Terms

Emotional Advertising: The use of emotional appeals in marketing communication to create emotional connections with consumers and influence their purchasing behavior.

Consumer Decision-Making: The process by which individuals choose among alternatives when purchasing products or services, influenced by various psychological and social factors.

Trust in Brands: The confidence consumers have in a brand’s reliability and integrity, which is often cultivated through emotional engagement.

Socio-Economic Groups: Consumer segments categorized based on their social and economic status, including factors like income level, education, and occupation.

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