EMOTIONAL APPEAL AS A DETERMINANT OF CONSUMER BEHAVIOUR IN MODERN INDIAN ADVERTISEMENTS

Abstract [English]

One of the most powerful and persuasive tools shaping Consumer decision-making in contemporary Indian advertising is Emotional Appeal. With the target to establish a stronger brand consumer connection in a culturally diverse nation as India, the advertisers are strategically employing emotions such as empathy, humour, love, kindness, patriotism, nostalgia, happiness, and family bond, to leverage emotions to create memorable brand identities. This paper focuses on examining how emotional appeal functions within the Indian advertising landscape and what factors in an emotional appeal influence the consumer more effectively than an advertisement based on a rational appeal. Based on the findings of behavioural insights, a theoretical framework, and relevant contemporary examples, the paper highlights not only the aesthetic but also the psychological characteristics of emotional appeal that act as a key determinant in building trust in a brand, influencing recall and purchase intent among consumers. In Indian advertising, emotions have emerged as the driving force behind several successful campaigns, driving emotional appeal to stand at the core of advertising strategies in India, where cultural diversity, social values, and collective identity have a strong influence on consumer decision-making.
The study is an analysis of the psychological impact of emotional appeal on consumer behavioural theories. A diverse range of case studies is taken into account, from telecom to automotive, healthcare, public service, and social campaigns. It further highlights the emotional strategies adopted by advertisers to resonate with India’s heterogeneous audience, enhancing it as a strategic tool to tap into sentiment-driven decision-making.