The Power of Emotion in Advertising: Influencing Consumer Perception and Purchase Intentions

In the age of digital media and consumer overload, advertisers increasingly rely on emotional appeals to connect with audiences and influence buying behavior. This study explores the use of emotions in advertisements and their effects on consumer behavior, with a specific focus on respondents from Coimbatore. Using a sample of 85 individuals, the study analyzes how emotional elements—such as happiness, fear, humor, and nostalgia—impact consumer perception, brand recall, and purchase intention. Data collected through a structured questionnaire were analyzed using SPSS, applying tools such as frequency distribution, chi-square tests, and correlation analysis. The findings indicate a strong positive relationship between emotional appeal and purchase intention, confirming that emotionally engaging advertisements significantly shape consumer responses. The study also finds that emotional influence is consistent across age groups, underscoring the universal impact of emotions in marketing. Based on the results, the study recommends that marketers adopt more emotionally resonant and culturally relevant advertising strategies to build deeper connections with their target audience.