Emotional Appeals in Commercials Affect Purchasing Behavior

By Ziqi (Nina) Zhuang.

Published by The International Journal of Interdisciplinary Studies in Communication

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Commercials affect consumers’ behavior; therefore, it is necessary to analyze the effects of commercials with emotional appeals and the motivations of consumers. When compared with other advertisements, TV commercials seem more efficient and more influential in persuading consumers by creating emotional appeals. This study was designed to consider the relationship between effectiveness of commercials and emotional appeals. The Engel-Kollat-Blackwell model (EKB) and the Conversational Effectiveness Scale (CES) were applied to analyze the effectiveness of commercials (n=82). The survey instrument contains 10 items (5 for each commercial) on a seven-point Likert scale. Two product promotions cementing family relationships were compared. The t-test variables (2) supported the hypothesis (t = 4.67, df = 81, p = .00). Results indicate that for both commercials with emotional appeals and commercials without emotional appeals, there was significant difference between their effectiveness. Thus, commercials with emotional appeals more effectively influence consumers’ purchasing behaviors than commercials without emotional appeals. It is cautioned that future studies should differentiate participant gender.

Keywords: Communication, Commercials, Emotional Appeals, Effectiveness

The International Journal of Interdisciplinary Studies in Communication, Volume 9, Issue 3-4, March 2015, pp.1-12. Article: Print (Spiral Bound). Article: Electronic (PDF File; 404.830KB).

Ziqi (Nina) Zhuang

Graduate Student, Communication Studies Department, Fort Hays State University, Hays, KS, USA