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The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship

Author

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  • David Vrtana

    (Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, 010 15 Zilina, Slovakia)

  • Anna Krizanova

    (Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, 010 15 Zilina, Slovakia)

Abstract

Irrationality is a strong phenomenon in consumer behavior that significantly impacts final purchase decisions. Through holistic approaches, companies have become more oriented towards emotional experiences. This study investigates the emotional impact of Dove brand advertising appeals on the frequency and intensity of emotions experienced by Slovak consumers. A theoretical framework was created for the conceptual development of emotional appeals in advertising and their impact on irrational purchasing behavior. An online questionnaire was conducted using the scale of subjective emotional habitual well-being (“SEHP”) of the psychodiagnostic tool on a sample of 417 Slovak consumers. The results show that (1) advertising with emotional appeal has different effects on consumers’ purchasing behavior depending on their age, (2) advertising with emotional appeal affects consumers more negatively than positively, and (3) the use of emotional appeal in the advertising space creates an emotional connection with the brand. Our study shows that the current trends in the influence of emotional appeal can promote impulsive and irrational buying behaviors. Thus, consumers become part of the brand, creating an emotional connection between them. This connection can result in positive purchase decisions. Creating emotional appeal in cosmetic products also has social significance in building self-confidence, status, and beauty.

Suggested Citation

  • David Vrtana & Anna Krizanova, 2023. "The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship," Sustainability, MDPI, vol. 15(18), pages 1-18, September.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:18:p:13337-:d:1233787
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    References listed on IDEAS

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    Cited by:

    1. Mingchao Li & Ruchun Deng & Bin Gong, 2025. "Research on the Impact of Live Marketing on Consumers’ Irrational Consumption Behavior Under the Background of the New Economic Era," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 4918-4967, March.
    2. Ron-Jay A. Bulante & Jennalyn M. Catalan & Noveleen Grace L. Miranda & Desiree T. Torres & Jose S. Sabaulan, 2025. "The Consumer Behavior of Generation Z: An Impact in Modern Marketing Innovations," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(14), pages 950-979, April.
    3. Eunmi Lee & Li Zhao, 2023. "Understanding Purchase Intention of Fair Trade Handicrafts through the Lens of Geographical Indication and Fair Trade Knowledge in a Brand Equity Model," Sustainability, MDPI, vol. 16(1), pages 1-20, December.
    4. Zitong Cheng & Yukari Nagai, 2024. "The Effect of Product Placement in Animation on Generation Z Consumers," Societies, MDPI, vol. 14(5), pages 1-14, May.
    5. Yiwei Zhao & Wonjun Chung, 2025. "Digital Emotional Bonds: How Virtual Anchor Characteristics Drive User Purchase Intention in Livestreaming E-commerce," SAGE Open, , vol. 15(2), pages 21582440251, June.
    6. repec:bcp:journl:v:8:y:2024:i:9:p:605-617 is not listed on IDEAS

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