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Do All Advertising Appeals Influence Consumer Purchase Decision

An Exploratory Study

Dr Sanjeev Verma is an Assistant Professor (Marketing) in the National Institute of Industrial Engineering (NITIE), P.O. NITIE, Vihar Lake, Mumbai 400087. E-mail: sanjeev{at}nitie.edu; sankrn2003{at}yahoo.com

No communication is complete without feedback or reaction. The intent behind advertising is to persuade consumers to purchase and repurchase the product over and over again, but does the consumer respond to all communications sent by the advertisers? The human brain has a limited processing capacity and consumers have the tendency to process the most useful and appealing information first. Advertisers use different types of appeals and demonstrations to attract and retain customers, but the literature review shows very less work on evaluating the differential impact of various types of appeals on consumer purchase decisions. This study empirically tests the differential influence various advertising appeals create on consumer purchase decisions.

Global Business Review, Vol. 10, No. 1, 33-43 (2009)
DOI: 10.1177/097215090801000102


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