Influence of emotional and rational product appeal on brand purchase decision Mohanty Ajit Narayan1,*, Assistant Professor, Parida Bivraj Bhusan2, Professor and Head 1Department of Marketing, Regional College of Management Autonomous, Bhubaneswar, Odisha, India. 2Department of Tourism Management, Burdwan University, Burdwan, West Bengal, India.Email id: bivraj@gmail.com *Corresponding author Email id: *ajitnmohanty@rediffmail.com
Abstract Product appeal needs to be unique and requires giving positive impression about the product to the target segments. Each product appeal needs to be believable by the segments. It is very important to understand how the diffusion of the message takes place among the target audience and in order to have a positive diffusion advertiser must create a favourable environment. Words play an important role in the advertising message as it directly affects the mind of the target segments. When the target segments behaviour is moulded by the advertiser towards the brand, then only their purpose of appeal is achieved. In order to achieve the purpose of appeal, advertiser understands the psychological aspects of the target segments and then they try to develop the product appeal, which can change their attitude towards the brand. This article examines the influence of product appeal scenario towards purchase decision of brand. It also reviews the emotional and rational product appeal on purchase decisions of consumers while purchasing. Top Keywords Product Appeal, Diffusion, Emotional Appeal, Rational Appeal, Advertising Message, Purchase Decision. Top |