Research Proposal

The Impact of Emotional Advertising

on Consumer Buying Behavior for
Apparel Products in Gujranwala

Group Members

Sohaib Azeem 191610042

Aysha Butt 191610045
Adnan Arshad 181610048
Wajahat
 1. Topic (Proposal Title)
The Impact of Emotional Advertising on Consumer Buying Behavior for Apparel Products in
Gujranwala
2. Introduction
a. What is the problem / issue / phenomenon you are interested to examine?
Apparel Fashion brands in Pakistan are facing vicious competition in the current market. The challenges
of attracting and retaining customers. Customers today face a huge range of marketing, making the
decision-making process more complex and more complex. As a result, Apparel Fashion products should
take drastic measures to maintain their success in a competitive market through emotional appeal to their
advertising. It can be an important factor in achieving product diversity and creating new products. By
affecting a customer's purchasing decision, you will build a good customer relationship. Apparel Fashion,
as expensive products, have a fair appeal to purchase, based on features and details. Many items,
however, are also influenced by emotional appeal. This research would evaluate their efficacy often,
determine which emotions function best at home.
b. What has already been said about this issue- please cite some literature as a
reference.
The importance of this issue is extremely concerning as per literature a huge amount of studies have been
done while investigating the different aspects of the issue selected. Audiences understand advertising in
two ways, a rational feeling and an emotional one. That's why most ads are categorized, i.e. thinking
(logical) ads and feeling (emotional) ads. (Hongxia Z., 2014). In marketing literature, a group of literature
presents empirical evidence in favor of emotional appeals, responsible for effectively shaping their needs
and seeking to influence consumers' purchasing behavior. (For example, (Holbrook, 1987); (Kotler,
2008); (Mattila, 1999); (Taute, 2011). Over the past 10-15 years, researchers have pointed out that
emotional advertising can affect consumer spending. (T. Allen, 1992), (Baldinger, 2000) and can help
them remember (Etherson, 1990). Advertisers use expressive advertising to create such emotions.
Emotions are perceived as a base for inducing sentimental attitudes and mainly perhaps the point of
advertising effectiveness (T. A. Shimp, 1981).
In the modern era, using emotions in advertisements play an important role in the overall success of the
advertisement campaign. According to Zig Ziglar (iconic salesman and motivational speaker) “people
don’t buy the brand for a rational reason, they purchase the products for emotional reasons”. Moore, D. J.,
& Harris, W. D. (1996) Describes emotional advertising as an important promotional tool that attracts the
customer's attention and stimulates the customer's feelings, attitudes, and perceptions about a particular
product or service. He also said that emotional advertising is easy to grab people's attention, engage in
and promote powerful memories about a brand. These memories remain in the customer’s mind, and
when they encounter a purchasing decision these memories encourage a customer to make a final buying
decision. Even these emotional advertisements can motivate customers to buy an expensive or unneeded
product. Marketers are now using emotions extensively in advertisements to make more sales based on
emotions.
Shahid, M. & Bilal, A (2016) also recommended that emotional advertising helps the customer to relate
their feelings and emotions with a specific product. It has the ability to force people happy or sad. Every
ad is an expression of love because naturally, everything we encounter in our daily lives evokes an
emotional response. Duncan, C. P., & Nelson, J.E. (1985). It was emphasized that marketers need to
understand the importance of using emotion in advertising. Customer emotional reactions are connected
to their past experiences. These familiarities consequently will impact customer response to buying
decisions. Advertisements showing live events and engaging and connecting people put customers in a
good mood and stay longer in memories. When people see advertisements with emotional gestures, they
try to associate them with something in their life.
c. What are the gaps (i.e. theoretical, contextual, and methodological) highlighted or
do exist but scarcely published in previous articles?
Advertisers have used a variety of emotional complaints in the past to evaluate changes in customers'
attitudes and persuade them to purchase more products (Edell and Burke, 2000). It was the year 1987 it is
difficult to quantify the specific impact of these complaints (Soloman, 1992) However, investigators have
used a variety of methods to investigate the effects of emotional ads on customer purchasing decisions.
According to Ruth (2001), brands tend to associate emotional benefits in marketing, which makes them
categorized accordingly. Sentiment’s Consumer attitude towards advertising and marketing has an impact
as a result, the affected response is elevated by the product itself. Emotions, according to Aaker and
Stayman (1992), will help to create purpose and purpose.
Affective reactions to a product's intangible characteristics. Lwin and Phau are a couple (2013)
additionally ended by positive emotions. When it comes to service industries like Parties, Weddings, and
family meetups, such emotional appeals have been found to elicit a positive response from audiences.
Emotional appeals may be used by marketers for both utilitarian and experiential services. Emotional
appeals, according to Ambujakshan (2012), can be effectively be used to differentiate between products
or brands with little distinction Marketers and researchers to improve the efficacy of commercials,
emotional appeals can be used more often. Based on his research with adolescents, Khanna, P. (2016)
believes that enthusiasm and satisfaction are two important emotional indicators as it affects the viewer's
mind, it can also affect us. The year is 2016 Stayman (1989) focused on sentiments, providing
information on 855 ads that were distributed between 1976 and 1986. As a result of his research, one-
third of the ads were considered high-pitched, while the other third was considered ignorant referred to as
variously entertaining, and less than 2% were listed as extremely entertaining instructive to me purchases
(Khana, P) the year is 2016. Stayman (1989) concentrated his research on feelings, detailing 855
advertisements that aired between 1976 and 1986. As a result of his research, one-third of the ads were
deemed to be very insightful, while the other third were deemed to be uninformative referred to as
variously entertaining, and less than 2% were listed as extremely entertaining Instructive. Many times,
research has been performed with a focus on the qualitative aspects thus restricting the sample size to a
single population, indicating a cultural barrier. The results suggest that emotional appeals should be
examined individually to assess their effect.
On the perceptions of customers when it comes to various products previous research has been minimal to
investigate the effect of emotional messaging on low-involvement goods, as affective messages have a
greater influence on low-involvement products than on high-involvement products. Different forms of
emotions have various effects on individuals. The majority of research, however, has failed to identify the
aspects of emotional ads. Earlier studies on the emotions used in advertisements has hardly focused on its
experiences and implications, but this study intends to do so. Focusing on research studies in order to
bung-up the gap in the literature by examining individually, the 4 emotions of affection, laughter,
enjoyment, and pleasure are examined, as well as their effect on consumer purchasing behavior in
Pakistan.
d. Why are these gaps important (theoretical and contextual importance) to bridge –
what good will happen and for whom these gaps are beneficial?
Apparel Fashion brands face significant challenges in attracting and retaining customers. Market retention
is essential. Customers today are bombarded with a plethora of options. Advertisements make the
decision-making process very difficult and time-consuming. As a result, apparel fashion brands need to
take serious steps to maintain their competitiveness. By using emotional appeal in advertising, you will
stand out in a crowded market. By shaping consumer purchasing decisions, it could be a key way to
achieve product differentiation and build good customer relationships. Due to the high cost of apparel
fashion brand categories have a rational appeal to purchase, with features and facts to many items,
however, are also influenced by emotional appeal. This research will assess their efficacy as well as
determine which emotions are more powerful in Apparel Fashion. This research demonstrates their
superiority in shaping customer purchasing decisions. Specifically among brands of Apparel Fashion with
a high level of involvement consider.
e. The positioning of constructs i.e. independent variable(s), mediator(s), moderator(s)
– how and why you are proposing?
A conceptual framework has been developed that reflects the relationship between the predicted variable
and a response variable. Framework Prepared groundwork for the study and consists of four emotional ad
sub dimensions with a dependent variable that is the customer's buying behavior.
Emotion of Happiness: Marketers want their customers to be associated with their brands pleasant
moments, smiles and joy. Companies that focus on living a happy life and connected and engaged people
make loyal customers. According to a study Conducted by Umbrella, T., and Byrne, T. (1999) are
commercials with the appeal of happiness. Frequently shared and maximized conversions.
Emotion of Love: The appeal of love is the most commonly used emotional technique in advertising that
companies influence consumers to buy their products. Khanna, P. (2016) chose to use emotions such as
imagining strong relationships like love It is possible to increase the emotional bond between people and
encourage it consumers decide to buy Khanna, p. (2016) also suggested that the appeal of love is not
universal The relationship between the couple and the two people is showing, but it is related to
upbringing strong emotions that hurt and compliment.
Emotion of Humor: Humor is an integral part of human nature. According to Weinberger and Gulls
(1992) has a strong effect on the sense of humor used in an advertisement viewers are more interested in
advertising and ultimately purchasing. A study by Speck (1987) comparing humorous and non-humorous
advertisements revealed that humor attracts people's attention, keeps them interested, draws their
attention, gets the content of the message easily and finally encourages them to take final action shopping.
Emotion of Excitement/Fun: Excitement / Fun appeal is primarily useful for creating brand
identification and brand recall for a particular product or service. Brands jobs the excitement or appeal in
advertising encourages people to buy the brand to feel something unique and exciting. The same
emotional appeal of marketers spot their brand functions and improve message comprehension (Khana, P,
2016).
3. Research Objectives
 To investigate the effect of emotional ads on Consumers Buying Behavior for apparel fashion brands
in Gujranwala.
 To see how good emotional advertising is at building close relationships with the client (in the
context of Apparel Fashion products in Gujranwala).
 Determine the most powerful emotional appeal in an Apparel Fashion brand commercial.
 Determine the extent to which emotional advertisements influence consumer purchasing decisions
and repeat purchases for Apparel Fashion brands in Gujranwala.
4. Conceptual framework (the framework and justification via one or more theories)
A conceptual framework has been developed that reflects the relationship between the predicted variable
and a response variable. Framework Prepared groundwork for the study and consists of four emotional ad
sub dimensions with a dependent variable that is the customer's buying behavior.
Emotion of Happiness: Marketers want their customers to be associated with their brands pleasant
moments, smiles and joy. Companies that focus on living a happy life and connected and engaged people
make loyal customers. According to a study Conducted by Umbrella, T., and Byrne, T. (1999) are
commercials with the appeal of happiness. Frequently shared and maximized conversions.
Emotion of Love: The appeal of love is the most commonly used emotional technique in advertising that
companies influence consumers to buy their products. Khanna, P. (2016) chose to use emotions such as
imagining strong relationships like love It is possible to increase the emotional bond between people and
encourage it consumers decide to buy Khanna, p. (2016) also suggested that the appeal of love is not
universal The relationship between the couple and the two people is showing, but it is related to
upbringing strong emotions that hurt and compliment.
Emotion of Humor: Humor is an integral part of human nature. According to Weinberger and Gulls
(1992) has a strong effect on the sense of humor used in an advertisement viewers are more interested in
advertising and ultimately purchasing. A study by Speck (1987) comparing humorous and non-humorous
advertisements revealed that humor attracts people's attention, keeps them interested, draws their
attention, gets the content of the message easily and finally encourages them to take final action shopping.
Emotion of Excitement/Fun: Excitement / Fun appeal is primarily useful for creating brand
identification and brand recall for a particular product or service. Brands jobs the excitement or appeal in
advertising encourages people to buy the brand to feel something unique and exciting. The same
emotional appeal of marketers spot their brand functions and improve message comprehension (Khana, P,
2016).
This conceptual framework is justified by THE JAMES. LANGE THEORY OF EMOTION, proposed
by William James and Carl Lange which suggest that emotions occur as result physiological reactions to
any event this theory suggests emotional reaction is dependent upon how we interpret those reactions.
 Emotion of
happiness in Humor in ads
ads (H3)
(H2)

Emotion of
Emotion of
excitement in
love in ads
ads
(H1)
Buying (H4)
Behavior

Figure 1. Emotional Advertisement

Research Hypotheses
Null Hypotheses
Emotional Advertisement including Emotion of Love, Humor, Happiness and Excitement has no impact
on buying behavior of customer with respect to apparel products in Gujranwala.
β1 = β2 = β3 = β4 = 0
Alternative Hypotheses
Hypothesis 1: Emotion of Love in advertisement is positively associated with customer buying behavior
for apparel products in Gujranwala (β1≠ 0).
Hypothesis 2: Emotion of Humor in Advertisement is positively associated with customer buying
behavior for apparel products in Gujranwala (β2 ≠ 0)
Hypothesis 3: Emotion of Happiness in advertisement is positively associated with customer buying for
apparel products in Gujranwala (β3 ≠ 0)
Hypothesis 4: Emotion of Excitement in advertisement is positively associated with customer buying
behavior for apparel products in Gujranwala (β4 ≠ 0).
5. Research Methods
Components of Saunders Research Onion
The Layers of the Saunders research onions
The Saunders research onion stages include:
 Research philosophy
o Ontology
o Epistemology
o Axiology
 Research Approach
o The Deductive Approach
o The Inductive
 Research strategies
o Experimental
o Survey
o Case Study
o Action research
 Research Choice
o Mono method
o Mixed method
 o Multi-method
 Research time horizon
o Cross Sectional
o Longitudinal
 Analysis and Data collection
o Primary Data
o Secondary Data

Our research is based on the philosophy of ontology because ontology is more or less the study
of reality. It describes the nature of reality. What comes to mind when doing research and what
impact it has on society and the environment? Ontology clears the gap between reality and how
you perceive reality. In addition, it helps you learn how it affects people's behavior. Basically,
the three philosophical positions fall under ontological worldview. Those are objectivism,
constructivism and pragmatism. Goddard & Melville (2004) highlight that it helps to
acknowledge what reality really is and how it influences our environment and the people living
in the environment. Ontology separate actual reality and how one sees reality. Ontology
includes; objectivism, constructivism and pragmatism. Objectivism introduces you to a social
event and its different meanings to which different people relate. It differentiates the effects of
different people's social phenomena. Constructivism suggests that these are the people who give
birth to social phenomena. This is against objectivism. Pragmatism uses theories to identify
solutions to a given problem. It is relatively new when compared to others, it is an alternative to
others.
We will use the deductive approach of research because it develops the hypothesis or hypotheses
upon a pre-existing theory and then formulates the research approach to test it (Silverman, 2013).
The deduction approach can be considered particularly appropriate to the positivist approach,
which leads to an accepted level of probability of approving the formulation of the hypothesis
and allowing the statistical testing of the expected results (Snyder and Larner, 2009). This is a
sign of progress from the general to the specific: the general theory and the basis of knowledge
are settled first and the specific knowledge gained from the research process, which is then tested
against it (Kothari, 2004). However, a deductive approach can also be used with the austerity
technique, although in such cases the expectations arising from pre-existing research will be set
differently than in the case of hypothetical hypotheses (Saunders et al., 2007). Deductive
approach use questionnaires to create an understanding of observation that allows you to
compare different understandings of people through experimental data. The data collected helps
to confirm or deny the query, this process can be repeated.
Survey strategy of the research onion is often linked with the deductive approach so that’s why
we collect the data through survey research. It is one of the finest and economic research
strategy. You can collect ample and authentic data by this method. Surveys direct to be used in
quantitative research projects/research, and entail sampling a representative proportion of the
population (Bryman & Bell, 2011). The Survey strategy is commonly used to observe
contributing variables between different data. It allows the collection of huge data that will be
used to answer the research question.
Our research is purely based on the Mono method because using this method you are required to
gather one type of information; that is using either quantitative or qualitative methodology. You
cannot combine the two. In the mono method we will work on the quantitative methodology
because it’s easy to form and understand.
Our research is based on the primary data as we will collect from the source or first hand. It can
be done by the use of several instruments questionnaires, oral or written interviews, etc. But we
will develop the questionnaire to collect the data of our research as questionnaire is easy to
design and manage.
Methodology
This chapter includes, research design, population and sampling of the study and variables defined for the
study to investigate the issue.
In this quantitative study, primary data will be collected from the consumers belonging to Gujranwala as
also known as population of the study. The range of middle-class families will be declared as families
having monthly income ranging from 50,000 PKR-100,000 PKR. In this study, the age range of these
target consumers was between 25 years-40 years. The reason for the selection of this age group will be
that such consumers are more prone to purchase apparel products due to their purchasing and decision-
making power. Moreover, researchers targeted the emotional advertising of most famous and well-
established brands for data collection. In this study, a convenience sampling technique was used to collect
the data. The researchers focused on such consumers who purchased products from brands, and they
come to lie under the prior prescribed criteria of respondents. In order to collect the data, a brief reason
for conducting this survey was defined to the respondents, and based on their volunteer participation; the
close-ended questionnaire was developed and distributed among them. During the data collection,
researchers follow the SOPs due to COVID and the questionnaire was distributed as Google form. Each
questionnaire passed through the screening process, and only properly filled questionnaires were finalized
for further data analysis. The researcher will distribute 150 questionnaires to consumers.
6. Social / Managerial Implications how this study contributes to managerial problems and
policy making?
Social and Managerial Implications
The study will provide a handsome and valuable literature and the results will help the marketing
department of any organization to implement different techniques to attract consumers using emotional
factors in advertisement. The study will also help policy makers and higher management to design
executive strategies for advertisement keeping in mind the emotional aspects while conducting
advertising campaigns.
The managerial implications to be drawn from this study have to do with the manner in which marketing
managers of the apparel products like Alkaram Studio, Gul Ahmed and Khaadi should notice in the
future. First, the results of this study, based on the important correlations between the independent and
dependent variables, suggest that in order to have consumers’ buying decision, the companies should: a)
pay intention on emotional marketing especially identity, ideogram, personality relating to love, humor,
happiness and excitement for each advertising to make it more trustworthy, distinctive, human norms etc.,
b) focus on kinds of media as Internet and social media which is swiftly effective conveying to
consumers, c) mention in human interpretation and form related to Eastern culture to attach relationship
with consumers closely.
This research also brings awareness among the consumers that are a part of society, that how apparel
brands play or manipulate the minds of the consumers or viewers of the ads through emotional
advertisement. As the research shows the positive relationship between dependent and independent
variables. Therefore, this research enables the consumers to be more alert while making the buying
decision relating to apparel products. Moreover, this research is conducted in Gujranwala but we can
generalize this research to all consumers of apparel brands in Pakistan because more or less all humans
are affected by emotional advertisement.
Finally, when companies decide to improve, in order to make a high-level purchase decision, the
marketing manager must pay close attention to the key factors that directly and indirectly predict the
purchase decision. We provide significantly unique support, as suggested by this study. The key settings
for marketing managers of companies that prioritize emotional marketing are self-identification of
meaning and shape, cultural symbols, icons, ad types, logos, and ad clips.
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