Impact of Emotional and Rational Advertising Appeals on Consumer Purchase Behavior for Durable Goods
Keywords:
Advertisement Appeal, Consumer Behavior, Durable Goods, Emotional Appeal, Rational Appeal, Buying Approach, Purchase Intent, Brand RecallAbstract
This study explores the comparative impact of emotional and rational advertising appeals on consumer purchase behavior related to durable goods. In an increasingly competitive market, understanding how various appeal strategies influence decision-making is essential for marketers. A quantitative survey was conducted using a structured questionnaire among 300 respondents from metro and tier-2 cities in India.
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