1.

INTRODUCTION
1.1 Background of the Study
The subject of emotion in advertising tends to bring certain types of commercials to mind: those
featuring touching or heart-rending pictures, cooing babies, or romping puppies. Too often an
emotional response to advertising is thought to be one that elicits tears or smiles. But in fact,
every ad generates an emotional response, because everything we encounter in life generates an
instinctive emotional response. Everything and so in this way, emotion is more important than
most advertisers realize. Emotional responses are hard-wired into our brains and essential to our
survival. Our emotional responses are rooted in our past experience. Even as you read this point
of view, your past experience of accumulated ideas and impressions on both the subject and the
author is shaping your reaction. The same is true of all the other events in our lives. Events that
are familiar and unthreatening generate little attention. Those that are familiar and pleasurable
generate more attention and attract us, while events recognized as painful or threatening repel us.
When we come across something completely new, our brains first response is to relate it to
something familiar. If that does not automatically determine how we should respond, the
conscious mind will step in to figure things out (Plessis, 2005).
This research focuses on examining the impact of emotional advertising on consumer buying
intentions. When a consumer watches some advertisement some emotions arise such as positive
(pride, love, happy etc.) or negative such as (fear, sad, depression etc.), therefore, emotional
advertisement is when the media tries to display the emotions within the Ad for the consumer
and it depends on the consumer how he/she takes it. Now the problem is that in Pakistan
especially our women do not control their emotions when they see some advertisement regarding
acne or aging and therefore, their behavior keeps on changing whenever they see a new
advertisement of some brand.
This research aims to investigate how emotional advertisement (generating positive and negative
feeling towards product) effect consumers buying intentions and how the consumers manage
their emotions while pursuing a product to buy. In this research, researcher is trying to explore if
consumer manages the emotion strongly then what will be his/her buying intentions, either a
consumer is still emotionally attached and want to buy a product. The aim of this study is to
explore the relationship between emotional advertising on consumer buying intentions with
respect to the consumer emotion management which is taken as a moderator in this study.
1.2 Specific Problem Statement
This research focuses on examining the impact of emotional advertising on consumer buying
intentions if consumer emotion management moderates. Emotion management is the key element

which in this research has been targeted that if consumers manage their emotion then their
buying intention might not change frequently.
1.3 Research Objective(s)
The following are the research objectives:

To examine the impact of emotional advertisement on consumer buying intentions.

To explore the relationship between emotional advertising and consumer buying
intentions if consumer emotion management moderates.

1.4 Research Question(s)

Q) How emotional advertising influence the consumer buying intentions with a moderating
effect of consumer emotion management?
1.5 Significance of the Study
The proposed study will help examining the effectiveness of emotional advertising and analysis
of consumer intentions in reference to skin product i.e. fair & lovely. The study examines the
determinants of consumer behavior and their impact on purchase intentions toward fair & lovely.
The study will be conducted among young girls who are conscious about their skin and they get
appealed toward the ads of fair & lovely. This study has been delimited to young girls only
because there are less number of advertisements on male skin related products as well as it is still
considered a social taboo where men buy skin related products e.g. fair skin treatment or acne
creams.
1.7 Delimitation of the Study
This study focuses on the emotional advertisements and its impact on emotional management
and consumer buying intentions. This research can also focus on the memory aspects such as
implicit and explicit memory because consumer buying intention includes those memory aspects.
Another delimitation of this research is that it would be hard to locate enough male respondents
who use skin related products. If some male uses acne or fairness products he may not admit
openly as it is considered a social taboo in Pakistan.

2. LITERATURE REVIEW
2.1.1 Emotional Advertising
Advertising is a popular marketing tool that is used to influence consumer attitude and behavior
(Belch & Belch, 2004). Advertising is a non-personal paid form where ideas, concepts, products
or services, and information, are promoted through media (visual, verbal, and text) by an
identified sponsor to persuade or influence behavior (Ayanwale, Alimi & Ayanbimipe, 2005;
Bove, 1995).
The effects of the characteristics of advertising stimuli on responses to advertisements are well
documented. More particularly, the impact of (positive) emotional has been extensively studied
(Weinberger & Gulas, 1992; LaTour & L., 1994; Pelsmacker & Geuens, 1996; Pelsmacker,
Geuens & Anckaert, 2002). The emotional advertising strategy is to stir consumers feelings and
emotions through fulfilling their self-esteem, subconscious, and ego-related impulses (Kotler &
Armstrong, 1994).
According to Belch & Belch (1998) advertising appeal is applied to attract consumers attention.
Advertising appeal aims at influencing consumers attitude and emotions about a related product
or service. Research suggests that, as we age, we devote more resources to and take a more
active role in the management and processing of emotion (Carstensen, 1992).
Consumer research has demonstrated that emotions play an important role in decision making
(Garg, Wansink & Inman, 2007) and marketers have long made attempts to target consumers
emotions. The major aim of advertising is to create positive attitude towards the ad and the
brand until consumer purchases that product and through this positive attitude create emotional
response in the mind of consumer (Goldsmith & Lafferty, 2002). That is why basic aim of
advertising to encourage people to buy things and creates awareness (Bijmolt & Claassen, 1998).
Another component of effective advertisement that creates emotional response is the consumer
ability to recall the brand ad (Goldsmith & Lafferty, 2002). As emotional advertising is
considered most effective tools, so that consumer ultimately gives emotional response to that
product (Brassington & Pettitt, 2001).
2.12 Consumer Emotion Management
Research suggests that feelings play an important role in the formation of attitudes and
judgments about advertisements (Edell & Burke, 1987; Lichtl, 2007; Dickson & Holmes, 2008)
and can be an important mediator in explaining the relationship between cognitive and
behavioral reactions to advertising stimuli (Ambler & Burne, 1999; Dens & DePelsmacker,
2008; Bissell & Rask, 2010). However, advertisements, particularly those for hedonic products,
3

may also be effective at appealing to the pre-existing emotions of consumers and their emotion
regulation propensities. Hedonic products are goods and services with subjective features that
elicit pleasurable affective responses from the consumer (Hirschman & Holbrook, 1982; Chaduri
& Holbrook, 2001). Marketers of hedonic products (e.g. indulgent foods, luxury items) may be
able to appeal to the emotion regulation tendencies of consumers by strategically incorporating
language in their marketing communications that target affective sensibilities.
To date, emotions and their effect on consumption have been examined in a number of contexts
(ONeill & Lambert, 2001; Janssens & DePelsmacker, 2005). However, limited research has
examined the process by which individuals use consumption to manage emotions. The purpose
of this research was to develop a model that helps explain emotion regulation consumption
decisions. The process of managing emotions through consumption will be referred to in this
research as emotion consumer management. Emotion regulation consumption entails
consuming or purchasing a good or service for the purposes of alleviating, repairing or managing
an emotion in the short term (Kemp & Kopp, 2011).
The psychology literature defines emotion regulation as the process of dampening, intensifying
or simply maintaining an existing emotion (Gross et al., 2006). Research has demonstrated that
the most commonly regulated affective states are negative ones (Lazarus 1991; Gross et al.,
2006). Individuals experiencing negative emotions may make conscious efforts to downregulate negative affective states (Morris & Reilly, 1987; Fredrickson & Levenson, 1998;
Fredrickson et al., 2000). Cialdini, Darby and Vincent (1973) developed the negative relief
model, which proposed that individuals can relieve negative affective states by subjecting
themselves to positive reinforcing states. Subsequently, individuals experiencing negative
emotions may engage in various self-indulgent acts as therapy to down-regulate negative
emotions (Morris & Reilly, 1987; Mick & Demoss, 1990).
Specifically related to emotion regulation, Fredricksons broaden-and-build theory proposes that
positive emotions have the ability to undo the effect of negative emotions (Frederickson &
Levenson, 1998; Fredrickson et al., 2000). In a study conducted by Fredrickson et al. (2000),
participants were exposed to an anxiety-inducing task. Following the task, they were shown one
of four films that elicited the following emotions: contentment, amusement, sadness or neutrality.
Those subjects in the positive emotion induction conditions (amusement and contentment)
experienced a faster return to baseline cardio- vascular reactivity than those participants shown
films that elicited the negative emotion (sadness) and those in the control (neutrality) condition.
2.1.3 Consumer Buying Intentions
The consumer research literature has suggested that individuals might engage in certain
consumption behaviors to manage emotions (Mick & Demoss, 1990; Andrade, 2005). For
example, purchasing a product that offers some pleasurable benefit (e.g. jewellery, cars), or
4

engaging in some moderately indulgent behavior (e.g. eating chocolate), may help individuals
regulate certain negative affective states. Consumption of these products can help divert attention
away from unwanted feelings and allow for refocusing on desired states (Kacen, 1994).
Prior research has demonstrated that advertising has the ability to elicit emotional responses from
the consumer (Shimp & Stuart, 2004; Berthon et al., 2005; Faseur & Geuens, 2006; Micu &
Chowdhury, 2010). Subsequently, emotion regulation propensities of individuals may be
triggered by strategically incorporating language in marketing communications that target the
emotions of consumers. The literature on language and cognition maintains that language can
serve as an attribute and medium of experience (Lambert et al., 1968; Noriega & Blair, 2008;
Chang & Lee, 2010) as well as influence thought and affective reactions from consumers (Luna
& Peracchio, 2002, 2005). An individuals emotional reaction elicited from an advertisement can
influence attitude towards the advertisement itself. Attitude towards the advertisement can
consequently influence behavioral intentions (Ajzen, 1991).
Individuals may engage in active evaluation of the consequences of their actions (Hoch, 1985;
Johnson & Sherman, 1990). Gleicher et al. (1995) referred to such deliberations as prefactuals.
Prefactual thinking occurs when individuals contemplate imaginary alternatives to events in
terms of the ramifications these events may have in the future. Prefactuals occur before a
decision is made. For example, an individual may think to him or herself, If I buy this sweater
today and it goes on sale tomorrow, will I regret it? Hence, peoples behavior may be dictated by
what their thoughts imply for future outcomes.
Prefactual thinking may take on different forms. One type of prefactual thinking includes
hedonic rationalization (Moore & Bovell, 2008). Hedonic rationalizations are thoughts that
people use to justify conceding to a temptation or a consumption experience. If an individual
were contemplating purchasing a sweater, he or she might think, I should purchase this sweater
because I deserve it. Prefactual thinking, in the form of hedonic rationalizations can be driven by
consumers emotional response to a stimulus, whether it be the product itself or an advertisement
for a product of interest. We propose that, in addition to an individuals attitude towards the
advertisement, prefactual thinking can subsequently influence consumption and purchase
behavior for hedonic products.
2.1 Gap Analysis
The product used in this research is fair and lovely. The ads of fair and lovely has a great
emotional appeal for females because the product carries 3 in 1 solution like acne, fairness and
other skin related issues. There is no research carried out in Pakistan where consumer emotion
management has been taken as a moderator.

3. PROPOSED THEORETICAL/CONCEPTUAL FRAMEWORK

3.1 Research Framework

Emotional
Advertisement

Consumer Buying
Intentions

Positive AD
Negative AD

Consumer Emotion Management

Emotional
Response
Prefectural
Thinking

Positive Affect
Negative Affect

3.2 Hypotheses
H1: Emotional Advertisement has a relationship with Consumer Buying Intentions.
H2: Emotional Advertisement has a relationship with Consumer Emotion Management.
H3: Consumer Emotion Management has a relationship with Consumer Buying Intentions.
H4: Emotional Advertising has a relationship with Consumer Buying Intentions if Consumer
Emotion Management moderates.

4. PROPOSED RESEARCH METHODOLOGY

4.1 Operationalization of Variables
4.1.1 Emotional advertisement
Emotional advertising shows the audience the benefits of the product or service through drama
(ad). When the consumer watches an ad he/she get positive or negative feeling about an ad and
the product/services.
4.1.2 Consumer Emotion management
How consumer manages his/her emotion after watching the ad, he/she might go for intensive
research of a product to purchase (suitability of product). It may vary from person to person.
4.1.3 Consumer buying intention
Consumer buying intention is how consumer modifies his/her purchase behavior for the product
after watching the ad.
4.2 Methodology
4.2.1 Population
Sample of this study were the female students and teachers from the universities
(INTERNATIONAL ISLAMIC, SZABIST and IQRA). Convenience Sampling was used for this
study.
4.2.2 Sample Selection
Approximately 90 questionnaires were distributed to target respondents and the respondents were
females from the age group of 18-33.
4.2.3 Unit of Analysis
Unit of Analysis was Individual Analysis as the questionnaires were filled from the females from
different universities.

4.2.4 Type of Study

Type of study was Hypotheses testing. Researcher tested the hypothesis taking consumer
behavior intentions as dependent variable, consumer emotion management as moderator and
emotional advertisement as independent variable.
4.2.5 Time Horizon
It was Cross sectional study because data was collected only one time via questionnaire.
4.2.6 Instrument Development/Selection
Questionnaire was the instrument to check the impact of emotional advertisement on consumer
buying intentions in the presence of consumer emotion management.
4.2.7 Proposed data collection procedures
The survey questionnaire was used as main data collection instrument. The questions was
developed using the five Likert scale format ranging from 1 (strongly disagree) to 5 (strongly
agree).
4.2.8 Proposed data analysis techniques
The data analysis techniques were as follows:
Regression: it measures one way dependency.
Regression Equation:
CBI =

1EA +

2CEM +

3EA*CEM +

CBI = 1.275 + .921 EA + .805 CEM + .128 EA*CEM +

5. RESULTS AND DISCUSSION

Table 1
Reliability Analysis
Description

Cronbachs Alpha

N of items

Emotional Advertisement

.667

Consumer Emotion
Management

.766

Consumer Buying
Intention

.707

Interpretation
The reliability analysis table above shows the values of cronbach alpha which shows us the
reliability of the question used in the questionnaire. The ideal range of cronbach is 0.7 and all the
values showing reliability, which shows that, the questionnaire was reliable.
Table 2
Descriptive Statistics

EA
CEM
CBI
Valid N
(listwise)

Minimum

Statistic
90
90
90
90

Statistic
2
2
2

Descriptive Statistics
Maximum
Mean
Std.
Deviation
Statistic
Statistic
Statistic
5
3.64
.679
5
3.66
.707
5
3.64
.632

Skewness
Statistic
-.418
-.382
-.251

Kurtosis
Statistic
-.402
-.898
-.189

Interpretation
The descriptive statistics table shows the value of minimum maximum means, standard
deviation, skewness and kurtosis. The minimum and maximum value shows that the data entered
and the variable computed are correct. The value of skewness shows that the data lies in the
normal range because range of skewness is between +1 to -1. Kurtosis values are also in the
range which shows that the data is normal.

Table 3
Frequency Distribution w.r.t Age
Valid

18-23
24-28
29-33
Total

Frequency
33
32
25
90

Age
Percent
36.7
35.6
27.8
100.0

Valid Percent
36.7
35.6
27.8
100.0

Cumulative Percent
36.7
72.2
100.0

Interpretation
From the table above, it is shown that 36.7% were from the age category of 18-23, 35.6% were
from 24-28, and 27.8% were from 29-33 age.
Table 4
Frequency Distribution w.r.t Occupation
Valid

Student
Teacher
Total

Frequency
50
40
90

Occupation
Percent
Valid Percent
55.6
55.6
44.4
44.4
100.0
100.0

Cumulative Percent
55.6
100.0

Interpretation
From the above table it is revealed that 55.6% are students and 44.4% are teachers.
Regression Analysis
EA (IV) and CEM (MV)
Table 5
Model Summary
Model Summary
R Square
Adjusted
R Square
1
.900a
.811
.809
a. Predictors: (Constant), EA
Model

Std. Error of
the Estimate
.309

Interpretation
The model summary table above shows the values of R, R 2, adjusted R2 and standard error of the
estimate values respectively. Value of R, which is 0.811 shows that Emotional advertisement,
have a strong and positive relationship with consumer emotion management. R square which is
0.811 shows that emotional advertisement is bringing 81% change in consumer emotion
management.

Table 6
Anova
10

ANOVAa
Sum of Squares
df

Model
1

Regression
Residual
Total
a. Dependent Variable: CEM
b. Predictors: (Constant), EA

36.069
8.413
44.482

Mean
Square
36.069
.096

1
88
89

Sig.

377.286

.000b

Interpretation
The Anova table above shows the goodness of model that the model is either good for prediction
or not. Value of significance which is 0.000 and it is less than 0.05 so that, the model is fit for
prediction.
Table 7
Coefficients
Model

Coefficientsa
Unstandardized Coefficients

B
(Constant)
.240
EA
.938
a. Dependent Variable: CEM
1

Std. Error
.179
.048

Standardized
Coefficients
Beta
.900

Sig.

1.341
19.424

.183
.000

Interpretation
The coefficients table above shows the values of beta for independent variable i.e. emotional
advertisement. These values of beta tell that how much consumer emotion management is being
affected by emotional management. The significance values of consumer emotion management
is less than 0.05 which means that emotional advertisement significantly impact on consumer
emotion management. Value of t of Independent variables is more than 2 which also shows the
strength of the relationship.
EA (IV), CEM (MV), EA*CEM (IV*MV) and CBI (DV)
Table 8
Model Summary
Model Summary
R Square
Adjusted R
Square
1
.990a
.981
.980
a. Predictors: (Constant), IV_MV, EA, CEM
Model

Std. Error of
the Estimate
.089

Interpretation
The model summary table above shows the values of R, R 2, adjusted R2 and standard error of the
estimate values respectively. Value of R, which is 0.990 shows that Emotional advertisement,
Consumer Emotion Management and the product of EA and CEM have a strong and positive
11

relationship with Consumer Buying Intention. R square which is 0.981 shows that all these
variables are bringing 98% change in consumer buying intention.
Table 9
Anova
Model

ANOVAa
Df

Sum of
Squares
1
Regression
34.903
3
Residual
.685
86
Total
35.588
89
a. Dependent Variable: CBI
b. Predictors: (Constant), IV_MV, EA, CEM

Mean Square

Sig.

11.634
.008

1461.188

.000b

Interpretation
The Anova table above shows the goodness of model that the model is either good for prediction
or not. Value of significance which is 0.000 and it is less than 0.05 so that, the model is fit for
prediction.
Table 10
Coefficients
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
B
Std. Error
Beta
1
(Constant)
1.275
.057
EA
.921
.015
.988
CEM
.805
.042
.900
IV_MV
.128
.004
.968
a. Dependent Variable: CBI

Sig.

5.307
59.937
19.387
36.212

.000
.000
.000
.000

Interpretation
The coefficients table above shows the values of beta for independent variables. These values of
beta tell that how much these variables are being affected by Consumer buying intention. The
significance values of emotional advertisement, consumer emotion management and the product
of EA and CEM are less than 0.05 which means that they significantly impact consumer buying
intention. Value of t of Independent variables is more than 2 which also shows the strength of the
relationship.
5.1 Discussion
The research ends with the substantial findings and results after the analysis and interpretation of
the data gathered through questionnaire. The following discussion best encapsulate the whole
analysis and interpretation of the questionnaire. According to Garg, Wansink & Inman (2007)
emotions play an important role in decision making and marketers have long made attempts to
12

target consumers emotions. The results of this study confirms from the literature and findings
that emotional advertising plays an important role in consumer buying intention and therefore,
the researcher accepts the H1. The major aim of advertising is to create positive attitude towards
the ad and the brand until consumer purchases that product and through this positive attitude
create emotional response in the mind of consumer (Goldsmith & Lafferty, 2002). That is why
basic aim of advertising to encourage people to buy things and creates awareness (Bijmolt &
Claassen, 1998). From the literature and findings researcher accepts the H 2. Ajzen (1991) stated
that an individuals emotional reaction elicited from an advertisement can influence attitude
towards the advertisement itself. Attitude towards the advertisement can consequently influence
behavioral intentions. From the literature and findings it is evident that consumer emotion
management has a positive impact on consumer buying intention and therefore researcher
accepts the H3. As emotional advertising is considered most effective tools, so that consumer
ultimately gives emotional response to that product (Brassington & Pettitt, 2001). From this
statement it is clear that consumer emotion management is important because emotional
advertisements are created to attract consumers so that they give emotional response to them.
Consumer emotion management acts as a moderator that if consumers can manage their
emotions and think rationally then their purchasing intention might be different. Therefore, H4 is
also accepted.

13

6. CONCLUSION AND RECOMMENDATION

6.1 Conclusion
The author concludes that the research has answered the research question i.e. How emotional
advertising influence the consumer buying intentions with a moderating effect of consumer
emotion management The question has been answered with robust statistical significance. The
research findings contribute to the literature of emotional advertisement and dimensions of
consumer buying intension. Along with the discussion on the extant literature, hypotheses were
developed to establish the resulting effect of emotional appeal in advertisement, emotion
management while deciding to purchase a product and the buying intension of the consumer
about that product after watching the ad. Researcher concluded the results after conducting the
survey in three universities of Islamabad. And hence all 4 hypothesis are accepted which assents
the relationship model discussed in the research. The study finds that the female consumers who
possess strong positive attitudes towards fair and lovely brand will show high level of
involvement to buy it. Consequently, consumers who perceive positive about the ad will
generally hold a high level of involvement in buying the fair and lovely brand.
6.2 Managerial Implications
Following are the implications of the study:

Emotional appeal in advertisements is an important factor in the decision-making process

for purchase. Companies may refer to the results obtained in this study for their future
considerations in developing an advertising appeal strategy.
Advertising effectiveness can be greatly improved by considering the emotional
management part of consumers as an important factor. (That how they will perceive there
product after watching the ad.)

6.3 Future Recommendations

Besides, this study used fairness cream as the focal object for theory testing. Consumers
may behave differently when responding to other product categories.
Therefore, future research could consider these aspects to include male consumer
samples, and similarly considering other different product categories.

14

7. REFERENCES
Andrade, E. B. (2005). ) Behavioral consequences of affect: combining evaluative and regulatory
. Journal of consumer research, 355-362.
Ayanwale, A. B., Alimi, T., & Ayanbimipe, M. A. (2005). The Influence of Advertising on
Consumer Brand Preference. Journal of Social Sience, 9-16.
Abideen, Z. U., & Saleem, S. (2011). Effective advertising and its influence on consumer buying
behavior. European Journal of Business and Management,3(3), 55-65.
Ambler, T., & Burne, T. (1999). The impact of affect on memory of advertising. Journal of
Advertising Research, 39(2), 25-34.
Belch, G. E., & Belch, M. A. (1998). Advertising and Promotion: An Integrated Marketing
Communications Perspective,. New York: Irwin/McGraw-Hill.
Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: an integrated marketing
communications perspective. Pennsylvania: McGraw-Hill.
Bijmolt, T. H., & Claassen, W. (1998). Childrens Understanding of TV Advertising: Effects of
Age, Gender and Parental Influence. Journal of Consumer Policy, 171-194.
Bove, C. L. (1995). Advertising Excellence. New York, NY: McGraw-Hill.
Brassington, F., & Pettitt, S. (2001). Principles of Marketing. UK: Prentice Hall.
Carstensen, L. L. (1992). Social and emotional patterns in adulthood: Support for socioemotional
selectivity theory. Psychology and Aging, 331-338.
Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand
outcomes: The role of brand trust and brand affect. The Journal of Brand
Management, 10(1), 33-58.
Dickinson, S., & Holmes, M. (2008). Understanding the emotional and coping responses of
adolescent individuals exposed to threat appeals. International Journal of Advertising,
251-278.
Dens, N., & De Pelsmacker, P. (2010). Consumer response to different advertising appeals for
new products: The moderating influence of branding strategy and product category
involvement. Journal of Brand Management,18(1), 50-65.
De Pelsmacker, P., Janssens, W., Sterckx, E., & Mielants, C. (2005). Consumer preferences for
the marketing of ethically labelled coffee.International Marketing Review, 22(5), 512530.
Edell, J., & Burke, M. (1987). The power of feelings in understanding advertising effects.
Journal of Consumer Research, 421-433.

15

Fredrickson, B. L. (2004). The broaden-and-build theory of positive emotions. Philosophical

Transactions-Royal Society of London Series B Biological Sciences, 1367-1378.
Garg, N., Wansink, B., & Inman, J. J. (2007). The Influence of Incidental Affect on Consumers
Food Intake. Journal of Marketing, 194-206.
Goldsmith, R. E., & Lafferty, B. A. (2002). Consumer response to Web sites and their influence
on advertising effectiveness. Internet Research, 318-328.
Hill, R. P., & Gardner, M. P. (1986). The buyinh process: Effects of and on consumer mood
states. Advances in Consumer Research, 408-410.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption:
consumer fantasies, feelings, and fun. Journal of consumer research, 132-140.
Kotler, P., & Armstrong, G. (1994). Principles of Marketing. North Carolina: Prentice Hall.
Kemp, E., Bui, M., & Chapa, S. (2012). The role of advertising in consumer emotion
management. International Journal of Advertising, 31(2), 339-353.
Kemp, E., & Kopp, S. W. (2011). Emotion regulation consumption: When feeling better is the
aim. Journal of Consumer Behaviour, 10(1), 1-7.
Kemp, E., Chapa, S., & Kopp, S. W. (2013). Regulating Emotions in Advertising: Examining the
Effects of Sadness and Anxiety on Hedonic Product Advertisements. Journal of Current
Issues & Research in Advertising, 34(1), 135-150.
LaTour, M. S., & L., H. T. (1994). Exploring Ethical Opinions Toward the Use of Sexual Appeals
in Print Advertising. Journal of Advertising, 81-90.
Lichtl, M.-C. (2007). The effect of an advertisements colour on emotions evoked by an ad and
attitude towards the ad: the moderating role of the optimal stimulation level.
International Journal of Advertising, 37-62.
Lwin, M., & Phau, I. (2013). Effective advertising appeals for websites of small boutique
hotels. Journal of Research in Interactive Marketing, 7(1), 18-32.
Mick, D. G., & Demoss, M. (1990). Self-Gifts: Phenomenological Insights from Four Contexts.
The Journal of Consumer Research, 322-332.
Moorman, M., Willemsen, L. M., Neijens, P. C., & Smit, E. G. (2012). Program-Involvement
Effects on commercial Attention and Recall of Successive and Embedded
Advertising. Journal of Advertising, 41(2), 25-38.
Mortimer, K. (2008). Identifying the components of effective service advertisements. Journal of
Services Marketing, 22(2), 104-113.
Morris, W. N., & Reilly, N. P. (1987). Toward the self-regulation of mood: Theory and
research. Motivation and Emotion, 11(3), 215-249.

16

O'Neill, R. M., & Lambert, D. R. (2001). The emotional side of price. Psychology &
Marketing, 18(3), 217-237.
Pelsmacker, P. D., & Geuens, M. (1996). The Communication Effects of Warmth, Eroticism and
Humour in Alcohol Advertisements. Journal of Marketing Communications, 247-262.
Pelsmacker, P. D., Geuens, M., & Anckaert, P. (2002). Media context and advertising
effectiveness: The role of context appreciation and context-ad similarity . Journal of
Advertising, 162.
Patwardhan, H., & Balasubramanian, S. K. (2011). Brand romance: A complementary approach
to explain emotional attachment toward brands. Journal of Product & Brand
Management, 20(4), 297-308.
Saxena, N., Shukla, S., & Gujar, C. P. (2013). Effective Advertising and its Influence on
Consumer Buying Behaviour. UtthanThe Journal of Management Sciences, 1(1).
Sabri, O. (2012). Preliminary investigation of the communication effects of taboo themes in
advertising. European journal of marketing, 46(1/2), 215-236.
Wouters, C. (1991). On status competition and emotion management. Journal of social history,
699-717.
Weinberger, M. G., & Gulas, C. S. (1992). The Impact of Humor in Advertising: A Review.
Journal of Advertising, 35-59.

17

8. APPENDIX
SURVEY QUESTIONNAIRE
Institution:
Kindly mark tick () against the appropriate statement.
DEMOGRAPHICS
1.

Age
a) 18 23
b) 24 28
c) 29 33

2.

Occupation
a) Students
b) Teachers

Kindly show your response by marking tick () against each statement:

5 = SA: Strongly Agree
2= DA: Disagree

4 = A: Agree
3 = N: Neutral
1 = SDA: Strongly Disagree

A Emotional Advertisement
A1. I get emotional easily while watching fair and lovely fairness
treatment ads.

A2. I do believe that this fair and lovely product will do miracles on my
skin.

A3. I admire the skin beauty of the models in fair and lovely Ad.

A4. I often try new fair and lovely formulas creams advertised on TVs

A5. My preferences get change after watching the emotional

advertisement of competitors.

A6. The fair and lovely appeals me every time I watch the Ad.

A7. If I see celebrity in Ad, I get emotional easily.

1
18

B. Consumer Emotion Management

B1. I always try to manage my emotions while watching an Ad.

B2. I believe emotion management helps me in decision making.

B3. I want to purchase the product as soon as I watch the Ad.

B4. I feel shy telling my friends that I use fair and lovely product for my
skin.

B5. I like it when my friends admire my skin.

C1. I go for product research before purchasing it.

C2. Emotional Advertisement affects the buying intentions.

C3. I feel convenient if price of cream is displayed on Ads.

C4. I do judge product quality while comparing it with Ad quality.

C5. I purchase fair and lovely because I get inspired with models.

C6. I can recall the advertisement when I am on store for purchasing the
product.

C. Consumer Buying Intentions

Thank you for your Participation!!!

19