Advertising Appeals and Consumer Responses: Comparing Emotional and Informational Adverts in Delhi NCR

International Journal of Economics and Management Studies

© 2025 by SSRG - IJEMS Journal

Volume 12 Issue 11

Year of Publication : 2025

Authors : Sunehri Rao

10.14445/23939125/IJEMS-V12I11P102

How to Cite?

Sunehri Rao, "Advertising Appeals and Consumer Responses: Comparing Emotional and Informational Adverts in Delhi NCR," SSRG International Journal of Economics and Management Studies, vol. 12,  no. 11, pp. 13-20, 2025. Crossref, https://doi.org/10.14445/23939125/IJEMS-V12I11P102

Abstract:

In the modern marketplace, with changing consumer preferences and growing digital connectivity, consumer decisions are shaped rapidly by brand narratives, factual information, and emotional signals. Therefore, advertising has become an essential tool in shaping consumer behavior and perception, and in forming a firm's brand identity. This research paper aims to study consumer psychology in depth and the impact of emotional and informational advertising on consumer purchase intention, affective brand experience, intellectual brand experience, advertiser approach/avoidance, and attitude towards digital signage in the Indian market context. Using a quantitative approach, data were gathered from 135 participants in the Delhi NCR area by employing various standardized scales. The sampling technique used was a combination of convenience and judgment sampling, designed to capture a wider audience. The results, analyzed through t-tests, underscore the impact of different advertisements on consumers, with gender emerging as a significant factor. Additionally, factors such as marital status were also taken into consideration, where married individuals showed a stronger inclination towards informational ads. It was also interesting to find that informational ads can be applied broadly without the need for gender specific targeting, which contrasts with the findings for emotional ads. The findings help us to understand our consumers, and they offer valuable insights for marketers who wish to see a real change in consumer engagement by strategically executing content delivery for their brands. Furthermore, this research is also beneficial for researchers who wish to broaden their understanding of consumer behaviour.

Keywords:

Advertising Appeal, Brand Loyalty, Consumer Behaviour, Consumer Perception, Purchase Intention.

References:

[1] Eleanor Hawkins, CEOs Tighten Grip on Workplace Culture, Dialing back Flexibility, Axios, 2025. [Online]. Available: https://www.axios.com/2025/08/14/ceo-workplace-culture-rto-att-cognition
[2] Undiscovered, what we can Learn from Nike’s Air Max DN Campaign, 2024. [Online]. Available: https://www.undiscoveredmag.com/post/what-we-can-learn-from-nike-s-air-max-dn-campaign
[3] L. Manju Bhargavi, “The Role of Emotional Appeal in Modern Advertising: A Study on Role of E-Advertisement on Consumer Buying Behaviour,” ShodhKosh: Journal of Visual and Performing Arts, vol. 5, no. 1, pp. 141-153, 2024.
[CrossRef] [Google Scholar] [Publisher Link]
[4] Jesús Andrés Burbano-Gómez, and Mónica María Sinisterra-Rodríguez, “Effects of Informative Advertising on the Formation of Market Structures,” Journal of Industrial and Business Economics, vol. 50, pp. 445–486, 2023.
[CrossRef] [Google Scholar] [Publisher Link]
[5] Kshitiz Sharma, “Emotional Marketing on Consumer Behaviour- Perception Study,” International Journal on Customer Relation, vol. 10, no. 2, 2022.
[Google Scholar] [Publisher Link]
[6] Atharva Jahagirdar, Heena Morankar, “The Impact of Advertising on Consumer Behaviour: A Study on Various Advertising Types and Effectiveness,” International Journal of Research and Analytical Reviews, vol. 10, no. 3, 2023.
[Publisher Link]
[7] Andrew Tindall, Emotional Advertising, Digital Effectiveness, & Using Pinterest for Serious Brand Growth, 2023. [Online]. Available: https://system1group.com/blog/emotions-key-role-in-digital-ad-effectiveness
[8] Andrew Newman, and Len-Tiu Wrights, and Tamira King, “Shoppers’ Experiences of Digital Signage-a Cross-National Qualitative Study,” International Journal of Digital Content Technology and its Applications, vol. 4, no. 7, pp. 50–57, 2010.
[CrossRef] [Google Scholar] [Publisher Link]
[9] Elif A. Ergin, Handan O. Akbay, and Bulent Ozsacmaci, “Insights into Customers Preference of Foreign Brand Names: Reality or Myth?,” International Journal of Marketing Studies, vol. 6, no. 4, 2014.
[CrossRef] [Google Scholar] [Publisher Link]
[10] Robert J. Donovan et al., “Store Atmosphere and Purchasing Behavior,” Journal of Retailing, vol. 70, no. 3, pp. 283-294, 1994.
[CrossRef] [Google Scholar] [Publisher Link]
[11] Rodney Graeme Duffet, “Facebook Advertising’s Influence on Intention-to-Purchase and Purchase amongst Millennials,” Internet Research, vol. 25, no. 4, pp. 498-526, 2015.
[CrossRef] [Google Scholar] [Publisher Link]
[12] Demetrios Vakratsas, and Tim Ambler, “How Advertising Works: What Do We Really Know?,” Journal of Marketing, vol. 63, no. 1, pp. 26–43, 1999.
[CrossRef] [Google Scholar] [Publisher Link]
[13] Mari Ervasti et al., “Digital Signage Effectiveness in Retail Stores,” Human-Computer Interaction-INTERACT 2015, pp. 455–462, 2015.
[CrossRef] [Google Scholar] [Publisher Link]
[14] Abubaker A. AB Shaouf, “Revising the Effects of Online Advertising Attributes on Consumer Processing and Response,” International Journal of Marketing Studies, vol. 10, no. 1, pp. 39-53, 2018.
[CrossRef] [Google Scholar] [Publisher Link]
[15] Shu Lin, “Experiments on Gender Differences in Information Processing to Advertising,” Acta Psychologica Sinica, vol. 37, no. 5, 2005.
[Google Scholar] [Publisher Link]
[16] Dong-Yoon Kim, and Hoon-Sik Yoo, “A Study on Consumer Acceptance of One-person Media Content-based Advertising,” Asia Pacific Journal of Convergent Research Interchange, vol. 7, no. 3, pp. 19–28, 2021.
[CrossRef] [Google Scholar] [Publisher Link]
[17] Sanjay Putrevu, “Communicating with the Sexes: Male and Female Responses to Print Advertisements,” Journal of Advertising, vol. 33, no. 3, pp. 51-62, 2004.
[CrossRef] [Google Scholar] [Publisher Link]
[18] David J. Moore, “Emotion as a Mediator of the Influence of Gender on Advertising Effectiveness: Gender Differences in Online Self Reports,” Basic and Applied Social Psychology, vol. 29, no. 3, pp. 203–211, 2007.
[CrossRef] [Google Scholar] [Publisher Link]
[19] Lyubomira Spasova, “Influence of Gender and Marital Status on Susceptibility of Persuasion Strategies in Advertisement,” Revista Amazonía Investiga, vol. 12, no. 65, pp. 307–316, 2023.
[CrossRef] [Google Scholar] [Publisher Link]
[20] Karolien Poels, and Siegfried Dewitte, “How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising,” Journal of Advertising Research, vol. 46, no. 1, pp. 18-37, 2006.
[CrossRef] [Google Scholar] [Publisher Link]