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All Journal Management and Sustainable Development Journal
Pramatatya Resindra Widya
Shanti Bhuana College of Management
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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RATIONAL APPEAL VS EMOTIONAL APPEAL IN FORMING CONSUMER’S INTEREST THROUGH ADVERTISEMENT Pramatatya Resindra Widya
Management and Sustainable Development Journal Vol 1 No 1 (2019): Management and Sustainable Development Journal
Publisher : Department of Management - Institut Shanti Bhuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46229/msdj.v1i1.103

Abstract

The aim of this study is to examine the impact of emotional appeal advertisement in television and rational appeal advertisement in magazine to customer’s purchase intention. Data were collected using purposive sampling for 100 people and analyzed using multiple regressions. The finding of research is that emotional-appeal advertising in television has less impact on customer’s purchase intention because of switching behavior during commercial break. While the rational appeal advertisement has significant impact on customer’s purchase intention because they have enough time to think and analyze the information in the advertisement.
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