EFFECT OF EMOTIONAL APPEAL USED IN TELEVISION ADVERTISEMENTS ON PURCHASE DECISION OF CONSUMER: A LITERATURE REVIEW
Bitrus Fulani Kwajaffa & Stephen Pembi
Department of Marketing, University of Maiduguri, Borno State, Nigeria
Department of Business Administration, Adamawa State University, Mubi-Nigeria
E-mail: stephenpembi@gmail.com
ABSTRACT
Advertisement is an important tool to introduce brand to people and television is one of the major source of which can differentiate one brand to the others. Previously, advertisers were only focusing on the utility features of the product but now the scenario has changed. Advertisers are pinpointing and using the emotions of the local public in their TV commercials. This review majorly focuses on emotional appeals used in TV commercials and its effect on the consumers’ buying decision. Literature review has been done from various journals, published papers and information collected from various sources which contributed to the work.
Key word: Advertisements, Appeal, Emotional, Consumer, Decision
