See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/359107822

Impact Of Emotional Marketing On Consumer Decision Making-A Review

Conference Paper · March 2022

CITATIONS READS

3 6,224

1 author:

Nicole Pereira
University of Mumbai
20 PUBLICATIONS 3 CITATIONS

SEE PROFILE

All content following this page was uploaded by Nicole Pereira on 09 March 2022.

The user has requested enhancement of the downloaded file.

Impact Of Emotional Marketing On Consumer Decision Making–A Review

Prof. Nicole Pereira

(M.L. Dahanukar College )
Email id: nicnishper@gmail.com

Abstract; Marketers use various tactics to evoke emotions in people and lure them into
buying various products or services, this is emotional marketing. Emotional marketing
includes emotional advertising. The subject of emotion in advertising tends to bring certain
types of commercials to mind: those featuring heart-rending babies, or romping puppies.
Emotional marketing is thought of something that not only elicits tears or smiles but also
persuades the customer to buy the product.
In recent years this concept is catching up and marketers have realised that arousing emotions
in exposed consumers does not only promote the act of purchasing in point of sale but it can
also foster advertising memorization and favour brand loyalty.
This paper is a review of some of the studies done in this arena. This paper attempts in
understanding whether consumers are emotionally driven to the product, make rational
decisions or use both. Although this concept is still growing, it is a concept which is here to
stay
Keywords; Emotional marketing, Consumer decision making

INTRODUCTION

Emotions play a crucial role in any kind of social or business decision. These aspects are very
important for businesses because only if they rightly tap the emotions of consumers they will
be successful in creating a consumer and selling their product. Emotional marketing is
important as human beings are emotional creatures, who have a deep rooted need to connect
with each other and the world around them.

In order to create a lasting memory in the minds of the consumer an advertisement needs to
meet various parameters, the emotional quotient being one of them. The stronger the
emotional charge by the ad the more memorable the product will be for the consumer and its
repetition will only make a long lasting impression on them. In the same way the less the
charge, the more repetition will be required. Charles Darwin was the first to indicate an
importance for emotions and their utility. Through the years the importance and role of
emotions in all walks of life has been evolutionary and has majorly impacted marketing of
goods and services which deals with consumer behaviour.

This study of emotional marketing is important as it helps to understand the underlying

emotions of consumers when buying a product or service .It is a study of psychology where
consumer makes decision on the basis of the emotions. Although this study is still in its
infancy stage it will be surely gaining importance in the years to come.

OBJECTIVE

 To analyse the research done on emotional marketing

 To provide a review of the study done on emotional marketing

REVIEW OF LITERATURE

Achar et.al.(2016) reviewed emotions that could shape decision-making through appraisals
and examined how emotions can be outcomes of decision-making and consumption It was
analysed that under some conditions, the two forms may interact to jointly influence
consumers.

Ganjawala (2016) focused on impact of emotional marketing on customer purchase decision

to baby products in Surat.It was found that emotionally driven purchases come with greater
risk of failure and bad experience and customer purchase is not affected by emotional
purchase but rational decision as well.

Khuong and Tram (2015) conducted a study to identify the impacts of emotional marketing
on purchase decision. It was found that all factors of emotional marketing were positively
associated with consumers’ purchase decision and so as to achieve high level of consumers’
purchase decision, companies employing emotional marketing should focus on symbols of
emotional advertising clips, concentrate on images of emotional adverting, and create self-
identification elements.

Mandina (2014) examined the effect of emotional marketing on brand loyalty and the
significance of emotional intelligence on relationship creation, as well as ascertaining the
relevance of customer emotions on purchase decision, it was concluded that emotional
marketing has got a positive impact on brand loyalty and customers will be turned to loyal
disciples of the corporation.

Ward and Dahl (2014) explored the interaction between brand status and salesperson
behavior, and the vulnerability of consumers when rejected from a brand.It was found that
participants had more positive brand attitudes when they were rejected.

Eckler and Bolls (2013) conducted a study to explore the emotional tone (pleasant,
unpleasant, coactive) of viral video ads. It was found that pleasant emotional tone elicits the
strongest attitude toward the ad, attitude toward the brand, and intention to forward. And
effects were weaker for coactive tone and weakest for negative emotional tone.

Kim et. al. (2013) conducted a study in a virtual restaurant. It was found that although both
anxiety and anger were the most intense emotions felt during pre-process waiting, anxiety is
the strongest emotion felt during in-process waiting, and anger was the most salient
emotional reaction during post process waiting.

Kunieda( 2013) analysed the Effects of Emotions on Consumer Behaviour during Online
Service Purchasing and also examined psychological processes of cognition and emotions
before and after the purchase of services on the Internet. It was found that both positive and
negative emotions significantly affect not only consumer judgment but also satisfaction.

Majumdar (2012) focused on role of emotions when a consumer purchases a product and how
companies are banking on emotional marketing as a tool for increasing its customer base. It
was also found that effective deployment of emotional marketing can shift market challenger
or market follower to the position of market leader.

Bülbül and Mehe (2010) explored the role of affective appeals in advertising on short term
and the long term decisions. It was found that concrete affective appeals drive behavioral
intentions more strongly in the short-term perspective, whereas abstract affective appeals
appear to drive behavioral intentions more strongly in the longer-term perspective.

Banytė et.al. (2007) attempted to prove the relationship of brand and consumer attitude after
the theoretical analysis and consumer attitude relationship from the emotional perspective, by
using the example of PEPSI brand. It was concluded that PEPSI brand did not possess all the
attributes necessary to influence consumer attitudes nor did consumers evaluate the
significance of these attributes.
Chamberlain and Broderick (2007) examined that emotions that are a central component of
consumer responses and also demonstrated that measurement of physiological indicators.

Yoo and MacInnis (2005) analysed brand attitude formation process by ad execution format
emotional vs. informational which were relevant theoretical implications for studying the
various processes by which brand attitudes were formed.

Smith and Bolton (2002) examined the role of customer emotions in the context of service
failure and recovery encounters in restaurants and hotels. They grouped emotions of
consumers in different categories and found that customers’ emotional responses to service
failures influenced how they evaluated an organization’s recovery efforts.. They also
identified the types of efforts that were most effective in helping customers recover from the
negative emotions caused by service failures.

Hirschman and Stern(1999) conducted a study across three different sets of literature dealing
with emotion i.e. the cognitive stream, the hedonic consumption stream, and the
compulsive/addictive consumption stream and presented a model of emotion and suggest new
directions for future inquiry.

Bagozzi et. al. (1999) found the differentiation of emotions from affect, moods, and attitudes,
and outlined an appraisal theory of emotions. They analysed the implications of emotions for
action and also explored emotions and customer satisfaction.

Curren and Goodstein (1991) examined the role of emotions on consumer actions and
perceptions. They also addressed the recent developments which effect research in consumer
behavior.

CONCLUSION

In conclusion to the review above it can be said that the study of emotional marketing is a
new concept and is still far from explored. The concept of emotional marketing is still not
widely known. Also the purchase decision is not only influenced by emotions but also the
rational decisions.Having said that,, emotion still plays a very important role in consumer
decision making process.

The first step is to create a link in consumers mind between the memories left by advertising
the product and the brand. Hence the marketers when marketing their product they should
focus attention on the brand because if they do so it will leave an impression in the mind of
the consumer and will have the potential to affect the behaviour of the consumer. But if this
link is not set, the investment in marketing and content development will be wasted.

REFERENCES

Seontaik,K., Miao,L., and Magnini,V.(2016).Consumers’ Emotional Responses and Emotion

Regulation Strategies During Multistage Waiting in Restaurants. Journal of Hospitality &
Tourism Research, Vol. 40, No. 3,pp 291–318

Ganjawala,M.(2016).Role Of Emotional Marketing In Business Development And Its Impact

On Customer Purchase Decision With Respect To Baby Products In Surat City.Modern Era
of Business Development and Related Research,pp 127-13

Achar,C., So,J.,Agrawal,N.,and Duhachek,A.(2016).What we feel and why we buy: the

influence of emotions on consumer decision-making.Current Opinion in Psychology,pp.166–
170

Khuong,M., and Tram,V.(2015).The Effects of Emotional Marketing on Consumer Product

Perception, Brand Awareness and Purchase Decision-A Study in Ho Chi Minh City.Vietnam
Journal of Economics, Business and Management, Vol. 3, No. 5, pp.524-530

Mandina,S.(2014).Effectiveness of Emotional Marketing on Brand Loyalty in State Run

Universities. European Journal of Business and Management Vol.6, No.13,pp.68-77

Ward,M., and Dahl,D.(2014).Should the Devil Sell Prada? Retail Rejection Increases
Aspiring Consumers’ Desire for the Brand.Journal of Consumer Research, Inc.

Eckler,P., and Bolls,P. (2013).Emotional Tone of Viral Advertising and Its Effect on
Forwarding Intentions and Attitudes.Journal of Interactive Advertising

Kunieda,Y.(2013).Effects of Emotions on Consumer Behaviour during Online Service

Purchasing

Majumdar,P. (2012).Emotional Marketing - Chasing The "Share Of Heart" Of Your

Prospective Customers.Asia Pacific Journal of Marketing & Management Review Vol.1 No.
3, pp.68-73

Bülbül,C.,and Mehe,G.(2010).Power of Emotional Appeals in Advertising Journal Of

Advertising Research,pp.168-180
 Hollis,N.(2010). Emotion in Advertising: Pervasive, Yet Misunderstood,Millward Brown

Chamberlain,L., and Broderick,A.(2007).The application of physiological observation

methods to emotion research.Qualitative Market Research: An International Journal Vol. 10
No. 2, pp. 199-216

Banytė,J., Jokšaitė,E., and Virvilaitė,R.(2007).Relationship of Consumer Attitude and Brand:

Emotional Aspect.Engineering Economics. No 2 (52,),pp 65-77

Yoo,C., and MacInnis,D.(2005).The brand attitude formation process of emotional and

informational ads. Journal of Business Research.pp 1397 – 1406

Smith,A., and Ruth, N.(2002).The Effect of Customers’ Emotional Responses to Service

Failures on Their Recovery Effort Evaluations and Satisfaction Judgments.Journal of the
Academy of Marketing Science. Volume 30, No. 1, pp 5-23

Hirschman,E., and Stern,B.(1999).The Roles of Emotion in Consumer Research. Advances in

Consumer Research Volume 26,pp 4-11

Bagozzi,R., Gopinath,M., and Nyer,P.(1999).The Role of Emotions in Marketing.Journal of

the Academy of Marketing Science. Volume 27, No. 2, pp 184-206

Curren,M., and Goodstein,R.(1991). Affect and Consumer Behavior: Examining the Role of
Emotions on Consumers' Actions and Perceptions Advances in Consumer Research Volume
18,pp 624-626

View publication stats