Sana Thesis

Chapter 1st
INTRODUCTION
1.1 Background of the study
Researchers hint the roots of advertising to the earliest civilizations of Greece, Egypt, Rome and
Mesopotamia where sellers put up signs representing product accessibility and prices. During the
Industrial Revolt, newspaper advertising improved as well as the usage of brochures for the
purpose of advertising also increased (Fennis, Bob M., & Wolfgang Stroebe, 2010).Advertising
is one of the important promotional pillars of the promotional mix used by the marketers through
which they persuade the customers to buy some products or services (Chittithaworn, C., Islam,
M. A., Keawchana, T. & Yusuf, D. H. M. , 2011). Nowadays, almost all of the advertisements
use some elements proposed to attract the consumers’ mind. These elements may be appeals,
party settings, animals, actors/celebrities, storyline and Jingle/music. Various appeals used by
them are humor appeal, guilt appeal, sex appeal, music appeal and fear appeal. These appeals
form the basis of the advertising messages used to attract the target audience (S. Aparna Gayatri,
2008).
Thus to motivate the viewers get the end message, marketers put a dynamic force into it. This
dynamic force is called appeal. Thus advertising appeal is the force through which the marketers
draw the consumers’ attention towards their products and enhance the consumer wants towards
purchasing the products (Edward Belch & Michael A . Belch, 1998; Leon Schiffman & Leslie
Kanuk, 2007). Each advertising appeal has an attraction which provokes customer’s needs.
Marketers apply advertising appeals as a source aimed to purchase or market products and
services. They are divided as rational and emotional appeals (Philip T. Kotler, 2003). Michael
Solomon (2007) stated that rational appeals carry the facts and information which form the basis
of consumers’ likeness of a product and their intention to buy it.
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However, if the marketer wants to form a cheering appeal by adding some symbols, pleasing
images or fun etc, then emotional appeal will be more helpful. Some of the emotional appeals are
humor appeal, fear appeal and joy appeal. In early decades of advertising, rational or
informational appeals were the most frequently used kind of advertising. However in the
beginning of 1900’s, emotional appeals started to appear in advertisements but were still
novelistic (Fennis & Stroebe, 2010). With the beginning of radio and television advertising,
emotional appeals turned out to be more common. As literature illustrates that both of the
rational and emotional appeals affect the consumers’ attitude so the affective reactions of
consumers’ attitudes towards these appeals and its impacts upon their purchase intention has
become more evident (Zajonc, 1980; Morris B. Holbrook & Elizabeth C. Hirschman 1982).
Attitudes are the feelings formed as a result of learning and continuous evaluation of a subject
(Schiffman & Kanuk, 2007). In particular reference of advertisement, it is defined as the affinity
to behave in a favorable or unfavorable manner when exposed to an advertising campaign. Thus
advertising attitude is an individual’s feelings towards certain advertised objects; the feelings are
based on a person’s own values such as right and wrong, like and dislike (Lin, 2008).
Conventionally, it is brand views produced through an advertisement which develops certain
attitude of the consumers towards it (Richard J. Lutz, 1975; Jerry C. Olson & Andrew A.
Mitchell, 1975).
Both advertisement as well as the attitude towards a brand has some influence on the purchase
intentions of the consumers. Larry G. Gresham and Terence A. Shimp (1985) proposed a two
way relationship connecting attitude towards advertisement and the attitude towards brand, in
equivalent settings. Thus, the design concluded that the attitude towards advertisement affects
the purchase intentions and it also gets affected by the attitude towards a brand. Marketing
scholars are giving much importance to customer’s attitude towards an advertisement because it
has emotional consequences on buying intentions and a brand’s position (Richard J. Lutz, Scott,
B. Mackenzie & George E. Belch, 1983; Peter et. al, 2004).
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1.2 Problem statement:
A prominent number of advertisements utilize the two appeals. One is the emotional contents
and the emotional responses are the reactions to such emotional advertising. There are usually
two types of emotional responses to the advertising appeals. One type is the positive emotions
such as joy, surprise, warmth, hope and gentleness. The other type is the negative emotions such
as fear, rage and hate (Batra R. & Ray, M.L 1986; MT Pham, 2013).The other appeals are the
rational appeals which tend to focus upon the consumers’ practical or the utilitarian need for a
specific commodity (George E. Belch & Michael A . Belch. 2012). Both of these appeals can
develop an attitude towards the advertisement and the brand which in turn can influence the
purchase intention of the consumers towards the advertised brand.
Thus this study focused on finding out relationship between advertising appeals (rational and
emotional) and consumers’ purchase intention with the mediating role of consumers’ attitude
(attitude towards the advertisement, attitude towards the advertised brand).
1.3 Research questions
 What is the relationship between various appeals (rational and emotional) in

advertisements and consumer’s attitude towards the advertisement?
 Does a positive attitude towards the advertisement lead to a positive attitude
towards the advertised brand?
 Does a positive attitude towards the advertised brand lead to a purchase intention?
1.4 Objective of the study
The objective of this study was:
 To study the relationship between various appeals (rational and emotional) in

advertisements and consumer’s attitude towards the advertisement
 To find out whether a positive attitude towards the advertisement leads to a
positive attitude towards the advertised brand.
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 To explore whether a positive attitude towards the advertised brand leads to a
purchase intention.
First of all, the researcher exposed the respondents to different emotional and rational
advertisements. Then, examined the relationship of these advertisements with the consumers’
attitude towards those advertisements, the advertised brands and resulting impact on their
purchase intention.
The consumer’s attitude was studied in the following way.
1. Attitude towards emotional and rational advertisements.

2. Attitude towards brands shaped as a result of exposure to the advertisements.
3. The purchase intention of consumers towards the advertised brand.
1.5 Scope of the study
Focus of this study was on consumer’s attitude that how he/she reacts towards the advertised
shampoo brands and what are the various advertising appeals which are helpful in promoting a
shampoo brand more effectively.
1.6 Significance of the study

Any new emerging brand is useless without advertising. Advertising helps in promoting the
brand in such a way that the targeted audience get influenced by it and buys it as well.
Advertising has various types of appeals through which marketer can promote a brand.
Advertising appeals include rational appeals which motivate the target audience to take certain
actions through the use of evidence, facts and benefits. The other is the emotional appeals which
are connected to an individual’s needs (psychological and social) for buying something.
Furthermore, the emotional appeals are categorized as fear appeal, love appeal, gender appeal
etc. In this study, the researcher looked for best advertising appeal which helps the brands to
attract more customers, improves its brand image and creates a more positive consumer’s
purchase intention. The findings of this study will benefit the researcher for her academic
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purpose. Additionally, the study carries high significance for the advertising agencies as they
may know the impact of various advertising appeals on ultimate consumers’ buying behavior.
Future researchers can also make a good use of the current study’s findings. It would help them
in conducting similar studies thus giving them a future direction of working in the same field.
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Chapter 2nd
LITERATURE REVIEW
2.1 Advertising
Nowadays, one comes in numerable images and commercials for various products created
purposely by commercial agencies. Different advertisements are carried by various forms of
mass media. Advertising is considered as the most powerful marketing weapon because of its
long lasting impact on consumers’ buying behavior (Niazi, Ghulam Shabbir Khan and Siddiqui,
Javaria and Shah, Burhan Ali & Hunjra, Ahmed Imran, 2011).
Advertising is important in today’s competitive environment. Companies think that the

consumers may buy their offered products and services which deliver information and certain
convincing messages about their offerings (Feiz D., M. Fakharyan, M.R. Jalilvand & M.
Hashemi 2013). Companies cannot be popular until they invest considerably in the marketing
efforts, especially in advertising (Hussainy, S. K., Riaz, K., Kazi, A. K. & Herani, G. M., 2008).
Advertising is a rewarded, facilitated form of announcement from a recognizable source,

intended to influence the receiver to respond, immediately or in the future (Jef I. Richards &
Catharine M. Curran, 2002).
The development of advertising can be traced back into the ancient times. Advertising was
introduced by the Egyptians who used bill boards, signboards, and outdoor advertising in the old
times. According to Kotler and Armstrong (2010), wall choking and wall painting date back to
the earliest civilization of Rome, Greece and India. At present, it is seen in many parts of the
world and has become the major source of communication between the marketer and the
consumer.
As a promotional approach, it helps in generating product awareness in the minds of the possible
consumers for an eventual purchase decision. In many countries, advertising is treated as a large
and important service in the industry. As it gives an exposure to consumers regarding the
products or services (Katke K. 2007). It is the non-personal way to generate a buying behavior.
Thus it is defined as giving out information, ideas and concepts in a non-personal way to the
consumers which is paid by the sponsor usually through a media i.e. verbal, text and visual
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(Adeolu B. Ayanwale, Taiwo Alimi and Matthew A. Ayanbimipe, 2005). Its main purpose of is
to increase the popularity of a product or service (Ramaswami, V. S. & Namakumari S. ,
2004).This leads to creating the feelings of likeness, & attractiveness. Effective advertisement
influences consumers’ attitude and persuade them to make certain purchase (Ronald
E. Goldsmith & Barbara A. Lafferty, 2002; Adelaar, T., Chang, S., Lanchndorfer, K. M., Lee B.
& Morimoto M. 2003).
In the era with exploded advertising information, individuals cannot memorize all advertising
messages. By using different advertising appeals, inspiration, characterization, developing
notable slogans and many others are the means which are used to make advertisements effective
(Payam Hanafizadeh & Mehdi Behboudi, 2012).
2.2 Advertising Appeals
Kotler (1997) considered advertising appeal as subject of an advertisement. The messages which
are conveyed by means of advertising appeals develop some impact upon the consumers’
purchase decisions. They are intended to show a good appearance of brands to a purchaser
considering it. They represent special benefits, usage and value of a brand in the practice of
advertisement. Therefore, customers get attentive to a specific brand as an outcome of exposure
to an advertisement. Harold W. Berkman and Christopher C.Gilson (1987) stated advertising
appeal as a creative attempt that inspires the consumers to make a purchase and have an impact
on their attitude towards certain products and services. It is also stated as applying emotional
inspiring command to stir consumers’ desires and intentions of purchasing something (Belch &
Belch, 1998).Viewers buy the brand if they feel satisfaction with their spending. They rationalize
their buying decisions on the basis of facts and make choices based on feelings and emotions.
Thus advertising appeals offer an incredible means for exciting consumer buyer actions as these
appeals convey informational or practical features to customers (Julie A. Edell, 1991). However
emotions also play very strong role in advertising a brand. Holbrook and Hirschman (1982)
concluded that emotions hold a supplementary self-regulating position in advertising.
Advertising communications aim to effect consumer attitude towards the advertisements, the
attitude towards the products, and also their buying intention Thus advertising appeals are the
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means to fascinate customers and excite their opinions and moods towards a product or a service
(Chu, F.G., 1996; Belch & Belch, 1998; Kotler, 2003).
2.3 Rational and emotional appeals
Mostly people take advertisements in two ways, whether rational or emotional. For this reason
advertisements are categorized as logical and emotional advertisements (Hongxia Zhang, Jin
Sun, Fang Liu & John G. Knight, 2014).The marketing literature has provided huge evidence in
the favor of rational advertising stating their role in shaping the targeted consumers’ behavior
(Puto, Christopher P. & William D. Wells, 1984); Zinkhan G.M. 1992; Woochang, J. & Franke,
G. 1999). In the same way, enough literature content provides evidence supporting the emotional
advertising stating that these can successfully shape consumers’ buying intentions (Holbrook &
Batra, 1987; Anna S. Mattila, 1999; Phillip Kotler & Kevin Lane Keller, 2008).
The concept initiated with the Copeland’s theory (1924), according to which a customer possibly
will purchase some commodities for an emotional or a rational reason (Copeland, 1924).Rational
and emotional appeals have been differentiated: Here the first one emphasizes on the normal
thinking practice of the customer, where it target the practical requirements for a brand or a
product and their basic advantages while the second one describes customer’s emotional,
symbolic and social requirements, directing to excite emotions that will eventually inspire the
customer to buy the advertised brand’s items (Kotler & Armstrong, 2008).
The first television advertisement was on aired on July 1, 1941 and it was shown at the starting
of a Brooklyn Dodgers-Philadelphia Phillies baseball. It featured a silhouetted map of the United
States with a Bulova clock centered in the map accompanied by the words “America Runs on
Bulova Time” and ran for 10 seconds. Ray Forrest (the NBC news anchor and commentator)
introduced the advertisement, and it costed the company $9 (Bulova 2011) (The Television
Academy Foundation 1997). It was the first television advertisement which used an emotional
appeal and showed the feelings of nationalism and patriotism. After then, fear, humor, love and
many other emotional appeals were included by the advertisers in their advertising messages.
Emotional appeals can be distinguished by contrasting them with the logical or rational ones.
According to Mackie, D.M., Skelly, J.J. and Rosselli, F. (1995), rational appeal is defined as a
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message based on truths and evidence. These appeals attempt to motivate the viewers by
providing information and give evidence to prove something (Lynda Lee Kaid & Anne Johnston,
1991). Albers-Miller & Stafford (1999) and O’Guinn et. al, (2003) defined rational appeals as
credible messages creating favorable opinions about the promoter with the help of logics and
evidences. On the contrary, emotional appeals generate positive or negative emotions stimulating
a purchase decision (Armstrong & Kotler, 2006). Emotional appeals encourage specific emotions
in audience i.e. happiness, anger, hope, good will, arrogance and devotion (Kaid & Johnston,
1991). Emotional appeals like love, humor or pride can trigger positive emotions for consumers
(Kotler & Armstrong, 2014). On the other hand, the emotional advertisements can also lead to
negative consequences i.e. creating guilt or fear (Taute H.A., McQuitty S. & Sauter E.P., 2011).
Either way, those appeals can be effective (Armstrong & Kotler, 2014). Researchers over the
past few decades have shown that these appeals are too much effective and can be a dominant
motivator in shaping consumers’ behavior (Allen, Kamachleit & Kleine, 1992; Sunil Erevelles,
1998; Haley & Baldinger, 1991).
2.4 A comparison of emotional and rational appeals
Marketing literature has covered a comparison of rational and emotional appeals in their
effectiveness. Coulson (1989) proposed that rational appeals excite customer’s propensity to buy
products on evident basis. However, According to Page, Thorson and Heide (1990), the
emotional advertisings are memorable and more effective than rational advertisings. Goldberg
M.E. and Gorn (1987) stated in the favor of emotional advertisings that the consumers like the
emotional appeals more, comparatively.
These emotional advertisements use powerful provoking appeals to develop convincing

emotions. Conversely, businesses for instance insurance, drug, alcohol, health care and foodstuff
makers use graphic and awful negative emotional appeals which result in exploiting consumers’
fear of cancer and cardiac. Marsha L., Richins (1997) concluded in their research that in
developing strong consumer response towards an advertisement, emotions play a very important
role. Exactly how this works is still uncertain. Rather, emotions are supposed to make
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advertisements effective and are considered as the basic sentimental mediator of attitudes (Shimp
L.G. 1981).
The composition of rational appeals denotes that these can effectively attract the target viewers,
who make purchase intentions on the basis of facts, rationality and evidence (Schiffman &
Kanuk, 2004). This target market usually involves, for instance, more informed people or those
having a good technical education. While, emotional advertisements usually attract the less
informed individuals who have less interest in realistic information. It’s obvious that human
nature is of such a kind that humans, irrespective of background, have desires, expectations and
conceptions, additionally less financial resources which shows that even an extremely practical
advertisement can effectively arouse the feelings and emotions of the viewers or a more
emotional advertisement can have some evidence based information of a brand (Courtland
L.Bovee & William F. Arens, 1992). Typically, the persuasive power of rational appeals depends
largely upon the consistency of the arguments with the consumers’ beliefs which they already
hold, while for emotional appeals, this basically depends upon the fact that how appropriate is
the message content for its receivers (Harry C. Zinn & Michael J. Manfredo, 2000). The
influence of emotional appeals is largely effected by the degree of its emotional strength e.g.
horror appeals, thus the more horror created, the less effective is advertising message conveyed.
If we compare rational and emotional advertisements in terms of evidence providence, rational

advertisements provide more facts which can be easily checked by the customers (Edell, J. E., &
Staelin, R, 1983). It makes the advertisement’s components highly reliable; it also creates
positive feelings towards the advertised brand (Holbrook, 1978). However, emotional appeals
carry little evidence (Belch & Belch, 1990). In case of rational appeals, the real information
builds strong consumer recall, increasing the viewers’ self-interest. Such appeals are mostly
categorized as uninteresting but this does not always affect the recall rates effectively (Chan,
1996). While, emotional appeals capture customer attention by exciting their interests and
feelings, with the focus to create more intense recall for a friendly product or a brand. Though,
this mainly depends on the emotional intensity level of each viewer, which results in the
formation of attitude towards a brand or a product (Larsen, R. J., & Diener, E. 1987; David J.
Moore, William D. Harris, & Hong C. Chen, 1995).
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Generally, the recall rate of emotional advertisements is more than rational advertisements,
particularly if the former have lively and solid components (Carolyn L Costley & Merrie Brucks,
1992). In last, a strong consumer recall does not essentially lead in a motivation to purchase the
brand or the product advertised, however this can be effected by many reasons, for example the
target market and their level of interest in a particular brand (Schiffman & Kanuk, 2004).
In terms of popularity, Karen A. Machleit and R. Dale Wilson (1988) proposed that as the
emotional advertisements have become more popular in the customer communities, the
marketing scholars are mainly focusing on its study and the emotional impacts of these
advertisements on the customers. Morris B. Holbrook & John O'Shaughnessy (1984), Mitchell
R.H. (1986) and Ray & Rajeev (1983) have studied that how the customers may get affected by
emotional appeals in advertisements. Thus, if an advertisement wants to catch viewer’s interest
and wants them to correspond in a certain way, it should contain a big emotional content
(Richard L. Hazlett and Sasha Yassky Hazlett 1999). In previous years, the market analysis and
research have discovered that the emotional response of consumers towards an advertisement
greatly affect the consumers’ spending patterns (Haley R.I & Baldinger, 1991; Allen, Kamachleit
& Kleine, 1992; Erevelles, 1998) and it also effects recall and post purchase attitude (Park &
Thorson, 1990). The Marketers use highly dramatic appeals in advertisements to excite the
customers’ emotions towards a brand and to develop a big demand for it, such appeals make the
advertisements memorable (Moore, 1989).
2.5 Advertising attitude
Lin (2008) stated that advertising attitude is an individual’s feelings towards certain advertised
object; the feelings are based on a person’s own values such as right and wrong, like and dislike.
Thus the advertising attitude falls in two major categories: attitude towards advertisement and
attitude towards brand. The attitude towards advertisement is defined as the tendency to react in
a positive or a negative way when exposed to certain advertising stimuli (Mackenzie, Lutz &
Belch, 1986; Biehal, Stephens & Curio, 1992).Thus if a product’s advertisement is good, realistic
and authentic, it can lead to the development of favorable feelings for the product in audience (J
Bryant, D., Bryant Cantor & Roskos Ewoldsen, 2003).
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As a consumer is exposed to a particular advertisement, his/her response is evident from his
feelings towards the advertised brand. So it can be stated that attitude towards advertisement
leads to attitude towards brand which is defined as an individual’s tendency to behave in a
particular (favorable or unfavorable) manner towards a brand after his/her exposure to an
advertising stimulus (Phelps J.E. & Hoy, M.G., 1996). This in turns affect the consumer
purchase intention (Goldsmith R. E., Lafferty B. A. & Newell S. J. 2000; 2002).
A research was conducted by Biehal, G., Stephens, D., & Curlo, E. (1992) in which they
proposed two approaches to know that how an advertisement influences consumers’ buying
behavior. The first is the indirect model in which the advertising appeals affect the consumers’
attitude which in turns affects the consumers’ purchase intention. While in the other, both the
advertising appeals and advertising attitude together affect the consumers’ purchase intention.
2.6 Consumers’ purchase intention
Frank R. Kardes (2010) defined "consumer" as an individual or an organization who buy certain
products or avail services in order to satisfy its own needs or wants or some other individuals’
needs. Shao et. al, (2004) stated that a consumer’s willingness to buy certain product or avail a
service is termed as his/her purchase intention.
2.7 Research gap Identification
It is obvious from the above mentioned studies that rational and emotional advertisements have
been comprehensively studied and used by smart marketers all over the world as such
advertisements play a strong role in shaping the consumers’ purchase intention accordingly
(Burke & Edell, 1987; Belch & Belch, 2012). Due to cultural, religious and environmental
differences, the impact of these advertisements on consumers may vary a little bit in different
countries but the key impact of these advertisements turns out to be the same. Like other
countries, in Pakistan advertisements play the same crucial role in shaping the consumer’s
purchase intention. The researcher has thoroughly reviewed the literature and observed that here
in the context of Khyber Pukhtoonkhwa, a few studies substantial and recent research studies
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(Muhammad Abdullah Khan Niazi & Dr Usman Ghani, 2012) have been conducted so far
showing the relationship of various advertisements (rational and emotional) with the consumers’
purchase intention with the mediating role of their attitude towards advertisement and brands. So
a need to find out the relationship between these advertisements and consumers’ attitude, and
also their purchase intention with reference to Khyber Pukhtoonkhwa’s context exists. This will
help to know that which appeal (rational or emotional) is more effective in shaping consumers’
purchase intention in Khyber Pukhtoonkhwa’s market and whether their attitude towards
advertisement and brand also play any crucial role in shaping their purchase intention.
2.8 Conceptual Framework
The conceptual framework of this study included emotional appeals and rational appeals as
independent variables. The dependent variable of the framework was consumer’s purchase
intention. The framework also included two mediating variables i.e. Attitude towards
advertisement and attitude towards brand. The following figure shows the conceptual
framework for this study.
Emotional appeals Rational appeals
Attitude towards
advertisement
Attitude towards
brand
Purchase Intention
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2.9 Hypotheses
The following hypotheses were tested in this study:

Hypothesis No.1
H0: Rational advertisements create a positive attitude towards the advertisements.
H1: Emotional advertisements create a positive attitude towards the advertisements.
Hypothesis No. 2
H0: A positive attitude towards the advertisement does not create a positive attitude towards
the brand.
H2: A positive attitude towards the advertisement creates a positive attitude towards
the brand.
Hypothesis No. 3
H0: A positive attitude towards the brand does not lead to a purchase intention.
H3: A positive attitude towards the brand leads to purchase intention.
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Chapter 3rd
RESEARCH METHODOLOGY
3.1 Population
The study’s population comprised of the students of various universities in Peshawar City i.e.
Iqra National University, University of Peshawar, Institute Of Management Sciences, University
of Agriculture and Shaheed Benazir Bhutto Women University Peshawar. Presently enrolled
students (male and female) both at bachelors and masters level in all the above mentioned
universities were considered as population for this study. As the researcher wanted to know
scientifically valid relationship between the advertising appeals and consumer’s purchase
intention in the Kpk market so these universities were selected on the basis of convenience and
access.
The reason of choosing students as population of the study was that they are much more
concerned about their styling and looks so they try different shampoo brands usually.
Additionally, collecting data from the university students is quite convenient due to their cluster
presence as compared to collecting data from others.
3.2 Sample Size and Sampling Technique

The data was collected from 207 students of Iqra National University, University of Peshawar,
Institute Of Management Sciences and Shaheed Benazir Bhutto Women University Peshawar.
Random sampling technique was used for this research study which can be defined as the
sampling technique in which each member of the given population has an equal chance of being
selected as sample member (B. Latham, 2007).
3.3 Product category:

Shampoo was chosen as the experimental product for this study because shampoo is used by all
age groups and almost everyone is familiar with its advertisements and usage. Previously
research studies have utilized other product categories i.e. soap (Abdullah & Usman, 2012).
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3.4 Data Sources
Questionnaire was used as a primary data source.
Secondary data sources were taken from research articles, various studies and a variety of books
on advertising appeals, marketing, consumer behavior and advertising.
3.5 Questionnaire Construction

The questionnaire was an adapted one (Abdullah & Usman, 2012). It was validity and reliability
tested and it comprised of 20 questions, which were designed to know the relationship between
various advertising appeals and consumers’ purchase intention with the mediating role of
consumer’s attitude towards advertisement and brand. The questions were asked in a simple and
easily understandable style so that our targeted audiences could answer properly.
3.6 Data collection procedure

The data collection procedure was experiment based in which the researcher herself went to all
of the above mentioned Universities with the permission of the universities’ authorities. At each
University, the researcher approached the students in their relevant class rooms and distributed
the questionnaires among the students. The researcher briefed them about the introduction and
objectives of the study. After this, they were exposed to certain emotional and rational
advertisements and asked to give responses on the questionnaires. The problems which they
faced during the process of filling the questionnaires were explained and resolved on the spot.
The whole data collection process took two weeks.
3.7 Variables Discussion
3.7.1 Independent Variable
The independent variable of the study was various appeals (emotional and rational) in
advertisements. Different dimensions of emotions; Love, Fear was considered.
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3.7.2 Dependent variable
The dependent variable of the study included consumer’s purchase intention.
3.7.3 Mediating Variables:
The mediating variable was consumers’ attitude (attitude towards advertisement and attitude
towards the advertised brand).
3.8 Statistical Tool Used for Data Analysis

After data collection, the researcher examined the statistical information. First of all, she edited
the questionnaires and then coded the different variables. Then she made a work sheet in SPSS
and entered the coded data from the questionnaires into it. For the scientific testing purpose,
Regression analysis technique was applied to determine the relationship between the independent
variable and the dependent variable.
For this purpose, Barron and Kenney four steps Model was used which are as follows:
1. Y=B0 + B1 X + e
2. M=B0 + B1 X + e
3. Y=B0+B1M+e
4. Y=B0+B1X+B2M1+B3M2+e
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Chapter 4th
RESULTS AND DISCUSSION
From the population, two hundred and seven (207) students were randomly selected for data
collection purpose. The questionnaires were floated amongst them, then the six selected
advertisements were shown to them and they were asked to give their responses to the
advertisements by answering the questions of the questionnaires.
After the activity, the questionnaires were collected back and their responses were analyzed in
the following manner.
4.1 Analysis
4.1.1 Johnson’s baby shampoo:
Step-1
Table 4.1: Relationship between Emotional appeals and consumer purchase intention &
Rational appeals and consumer purchase intention
Model Un-standardized Coefficients Standardized Coefficients

B Std. Error Beta t-ratio Sig.
(Constant) 1.520 .436 3.489 .001
Emotional appeal (Johnson’s

.457 .124 .295 3.697 .000
baby shampoo)
Rational appeal (Johnson’s
.100 .122 .066 .825 .410
baby shampoo)
Dependent Variable: Consumer Purchase Intention (Johnson’s baby). F=13.087, R2 = .114
In the above table, the value of (F= 13.087) which is greater than 4, so the overall model is
significant. The relationship between Emotional appeals and consumer purchase intention was
tested in table 4.1. As the beta value is positive and significant, the t-ratio is greater than 2 i.e.
(t=3.697) and p value also shows significant relationship of emotional appeal with consumer
purchase intention i.e. (p=0.000).The relationship between rational appeals and consumer purchase
intention was also tested in table 4.1 but in comparison with emotional appeal, it is not
significantly related to consumer purchase intention. Tough the beta value is positive but here t-
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ratio is insignificant i.e. (t=.825) less than 2, and the p value is also insignificant i.e. (p= .410)
which means that the overall relationship of rational appeals with the consumer’s purchase
intention is insignificant. The R2 shows if there is change in emotional and rational appeal there
will be 11% variations in the value of consumer purchase intention.
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Step-2
Table 4.2: Relationship between Emotional appeals and attitude towards advertisement &
between rational appeals and attitude towards advertisement
Un-standardized Variables Standardized Variables

Model
(Constant) .979 .156 6.267 .000
Emotional appeals
.184 .044 .228 4.161 .000
(Johnson’s baby shampoo)
Rational appeals (Johnson’s .489 .044 .613 11.209 .000

baby shampoo)
Dependent Variable: Attitude towards advertisement (Johnson’s baby): R2= .585, F= 143.902
significant. The relationship between Emotional appeals and attitude towards advertisement was
tested in table 4.2.The beta value is positive and significant, t-ratio is greater than 2 i.e. (t-
ratio=4.161) and p value also shows significant relationship of emotional appeal with attitude
towards advertisement i.e. (p=0.000). The relationship between rational appeals and attitude
towards advertisement was also tested in table 4.2. Here the rational appeals are also significantly
related with attitude towards advertisement i.e. beta value is positive, the (t-ratio=11.209) and p
value is also significant i.e. (p=0.000). The R2 shows if there is change in emotional and rational
appeal there will be 58% variations in the value of attitude towards advertisement.
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Step-3
Table 4.3: Relationship between attitude towards advertisement and attitude towards brand
(Constant) 1.742 .263 6.627 .000
Attitude towards advertisement

.643 .072 .527 8.880 .000
(Johnson’s baby shampoo)
Dependent variable: Attitude towards brand. R2= .278, F= 78.857
In the above table, the value of (F=78.857) which is greater than 4, so the overall model is
significant. The relationship between attitude towards advertisement and attitude towards brand
was tested in table 4.3. The beta values show that there is positive and significant relationship
between attitude towards advertisement and attitude towards brand. The t- ratio is also greater
than 2 i.e. (t=8.880) and p value also shows significant relationship of attitude towards
advertisement with the attitude towards brand i.e. (p=.000). The R2 shows if there is change in the
attitude towards advertisement, there will be 28% variations in the value of attitude towards
brand.
21 | P a g e
Step- 4
Table 4.4: Relationship between Attitude towards brand and consumer Purchase intention
Model Un-Standardized Coefficients Standardized Coefficients
(Constant) 1.700 .431 3.943 .000
Attitude towards
brand
.442 .105 .283 4.221 .000
(Johnson’s baby
shampoo)
Dependent Variable: Consumer Purchase Intention (Johnson’s baby): R2= .080, F=17.814
significant. The relationship between attitude towards brand and consumer purchase intention was
tested in table 4.4. The beta values show that there is positive and significant relationship between
attitude towards brand and consumer purchase intention. The t-ratio is greater than 2 i.e. (t=4.221)
and p value also shows significant relationship of attitude towards brand and consumer purchase
intention i.e. (p=0.000). The R2 shows if there is change in the attitude towards brand, there will be
8% variations in the value of consumer purchase intention.
22 | P a g e
Step-5
Table 4.5: Over All Mediation Analysis for Johnson’s baby shampoo

(Constant) 1.945 .471 4.131 .000
Attitude towards advertisement (Johnson’s

.431 .130 .226 3.325 .001
baby shampoo)
(Constant) 1.328 .510 2.605 .010

.204 .150 .107 1.358 .176
baby shampoo)
Attitude towards brand (Johnson’s baby
.354 .123 .226 2.878 .004
shampoo)
(Constant) 1.150 .505 2.277 .024

-.028 .197 -.015 -.141 .888
baby shampoo)
Attitude towards brand (Johnson’s baby
.244 .128 .156 1.910 .057
shampoo)
Emotional appeals (Johnson’s baby shampoo) .395 .131 .255 3.002 .003
Rational appeals (Johnson’s baby shampoo) .024 .157 .016 .153 .878
The above model shows multiple regressions for mediation analysis between all variables of Johnson’s
baby. on the basis of standardized coefficient, the value of one of the independent variables i.e.
emotional appeals (β=.255) which is reduced as compared to the direct relationship of emotional
appeal with consumer purchase intention where the direct standardized coefficient value was (β=.295),
so according to Barron and Kenny (1986) when the value of beta reduces as compared to the direct
relationship but is not closed to zero, then partial mediation has occurred in such a case. While the
other independent variable i.e. rational appeals’ value is (β=.016) which is closed to zero and it is
reduced as compared to direct relationship of rational appeal with consumer purchase intention
(β=.066), according to Barron and Kenny (1986) when the value of beta is closed to zero and reduced
as compared to direct relationship of independent variable with dependent variable then it means that
full mediation has occurred.
23 | P a g e
Attitude towards brand also partially mediate the relationship between attitude towards advertisement
and consumer purchase intention. The beta value for attitude towards brand in the direct relationship
was (β=.283) which is reduced to (β=.226) so partial mediation has occurred here in this relationship.
24 | P a g e
4.1.2 Clinic Plus shampoo
Step -1
Table 4.6: Relationship between Emotional appeals and the consumer purchase Intention &
Rational appeals and the consumer purchase Intention
(Constant)
1.367 .396 3.450 .001
Emotional appeals (Clinic Plus shampoo)

.049 .121 .032 .403 .687
Rational appeals(Clinic Plus shampoo)

.474 .108 .351 4.376 .000
Dependent Variable: Consumer Purchase Intention (Clinic Plus). R2= .111, F= 12.760
In the above table 1.6, the value of (F=12.760) which is greater than 4, so the overall model is
tested in table 4.6. The beta value is positive and significant, t-ratio is less than 2 i.e. (t=-.403) and p
value is also insignificant. (p=.687) so the overall relationship of emotional appeals with the
consumer’s purchase intention is insignificant. The relationship between rational appeals and
consumer purchase intention was also tested in table 4.6. The rational appeals are significantly
related to consumer purchase intention as here the beta value is positive, the t-ratio is significant i.e.
(t=4.376), and the p value is also significant i.e. (p= .000).The R2 shows if there is change in
emotional and rational appeal there will be 11% variations in the value of consumer purchase
intention.
25 | P a g e
Step- 2
Un-standardized Coefficients Standardized Coefficients

Model
(Constant) 1.643 .148 11.092 .000
Emotional appeals (Clinic Plus

.001
shampoo) .154 .045 .206 3.409
Rational appeals (Clinic Plus

shampoo) .377 .041 .564 9.303 .000
Dependent Variable: Attitude towards advertisement: R2= .492, F= 98.908
In the above table, the value of (F=98.908) which is greater than 4, so the overall model is significant.
The relationship between emotional appeals and attitude towards advertisement was also tested in
table 4.7. The beta value is positive and significant, t-ratio is greater than 2 i.e. (t=3.409) and p value
is also significant (p=.001). So it shows that the overall relationship of emotional appeal with attitude
towards advertisement is significant. The relationship between rational appeals and attitude towards
advertisement was also tested in table 4.7. The beta value is positive and significant, t-ratio is greater
than 2 i.e. (t-ratio=9.303), and the p value is also significant i.e. (p=0.000) so the overall relationship
of rational appeals with the attitude towards advertisement is significant. The R2 shows if there is
change in emotional and rational appeal there will be 49% variation in the value of attitude towards
advertisement.
26 | P a g e
Step-3
(Constant) .830 .310 2.677 .008
Attitude towards advertisement(Clinic

Plus shampoo) .760 .084 .533 9.029 .000
Dependent variable: Attitude towards brand. R2= .285, F= 81.523
The relationship between attitude towards advertisement and attitude towards brand was tested in
table 4.8.The beta values show that there is positive and significant relationship between attitude
towards advertisement and attitude towards brand. The t- ratio is also greater than 2 i.e. (t=9.029) and
p value also shows significant relationship of attitude towards advertisement with the attitude towards
brand i.e. (p=.000).The R2shows if there is change in the attitude towards advertisement, there will be
28% variation in the value of attitude towards brand.
27 | P a g e
Step: 4

Model
B Std. Error Beta T Sig.

(Constant) 3.708 .387 9.577 .000
Attitude towards brand (Clinic

-.063 .105 -.042 -.598 .550
plus shampoo)
Dependent Variable: Consumer Purchase Intention (Clinic plus): R2=.002, F=.358
In the above table, the value of (F= .358) which is less than 4, so the overall model is insignificant.
The relationship between Attitude towards brand and consumer Purchase intention tested in table 4.9.The
beta values show that there is a negative and insignificant relationship between attitude towards
brand and consumer purchase intention. The t- ratio is less than 2 i.e. (t= -.598) and p value shows
insignificant relationship of attitude towards brand and consumer purchase intention i.e.
(p=.550).The R2 shows if there is change in the attitude towards brand, there will be 0.2% variations
in the value of consumer purchase intention.
28 | P a g e
Step-5
Table: 4.10 Over All Mediation Analysis for Clinic Plus shampoo
Un-standardized
Standardized Coefficients
Model Coefficients
(Constant) 3.708 .387 9.577 .000

Attitude towards brand (Clinic plus
-.063 .105 -.042 -.598 .550
shampoo)
(Constant) 3.823 .561 6.812 .000
-.044 .124 -.029 -.354 .724
shampoo)
Attitude towards advertisement (Clinic
-.050 .177 -.023 -.282 .778
plus shampoo)
(Constant) 3.648 .565 6.459 .000
-.109 .126 -.073 -.866 .387
shampoo)
Attitude towards advertisement (Clinic
-.336 .217 -.157 -1.546 .124
plus shampoo)
Emotional appeals (Clinic plus shampoo) .233 .139 .145 1.671 .096
Rational appeals (Clinic plus shampoo) .169 .146 .118 1.162 .247
The above model shows multiple regressions for mediation analysis between all variables of Clinic
plus. on the basis of standardized coefficient, the value of one of the independent variables i.e.
emotional appeals (β=.145) which has increased as compared to the direct relationship of
emotional appeal with consumer purchase intention where the direct standardized coefficient value
was (β=.0.32), so according to Barron and Kenny (1986) when the value of beta increases as
compared to the direct relationship but is not closed to zero, then partial mediation has occurred in
such a case. While the other independent variable i.e. rational appeals’ value is (β=.118) which is
(β=.351). According to Barron and Kenny (1986) when the value of beta is reduced as compared to
the direct relationship but not closed to zero, then it means that partial mediation has occurred.
Attitude towards brand also partially mediate the relationship between attitude towards
advertisement and consumer purchase intention. The beta value for attitude towards brand in the
29 | P a g e
direct relationship was (β=-0.42) which has remained the same (β=-0.42) so it means that no
mediation has occurred in this relationship.
30 | P a g e
4.1.3 Pantene shampoo
Step- 1
Rational appeals and the consumer purchase Intention:
Model Un-standardized Coefficient Standardized Coefficient

(Constant) 1.562 .404 3.867 .000
Emotional appeals (Pantene
shampoo) .139 .109 .086 1.270 .205
Rational appeals (Pantene .424 .090 .318 4.695 .000

shampoo)
Dependent Variable: Consumer Purchase Intention (Pantene): R2= .121: F= 14.098
significant. The relationship between emotional appeals and consumers purchase intention was
tested in table 4.11. The beta value is positive and significant, t-ratio is less than 2 i.e. (t=1.270)
and p value i.e. (p=.205) is also insignificant so the overall relationship of emotional appeals with
the consumer purchase intention is insignificant. The relationship between rational appeals and
consumers purchase intention was also tested in table 4.11. Here the beta value is positive, the t-
ratio is significant i.e. (t=4.695) and the p value is also significant i.e. (p=.000) so the overall
relationship of rational appeals with the consumer purchase intention is significant. The R2 shows
if there is change in emotional and rational appeal there will be 12% variation in the value of
consumer purchase intention.
31 | P a g e
Step-2
Un-standardized Variables Standardized Variables

Model
(Constant) 1.857 .191 9.728 .000
Emotional appeals (Pantene

.191 .052 .232 3.706 .000
shampoo)
Rational appeals (Pantene shampoo) .226 .043 .390 6.240 .000

Dependent Variable: Attitude towards advertisement: R2= .250, F=33.927
significant. The relationship between emotional appeals and attitude towards advertisement was
tested in table 4.12. The beta values is positive and significant, t-ratio is greater than 2 i.e.
(t=3.706) and p value is also significant (p=0.000) so the overall relationship of emotional appeals
with the attitude towards advertisement is significant. The relationship between rational appeals
and consumers purchase intention was also tested in table 4.12. Here the beta value is positive, t-
ratio is significant i.e. (t=6.240) more than 2, and p value is also significant i.e. (p= 0.000) so the
relationship of rational appeals with the attitude towards advertisement is significant. The R2
shows if there is change in emotional and rational appeal there will be 25% variations in the value
of attitude towards advertisement.
32 | P a g e
Step-3
Table 4.13: Relationship between attitude towards advertisement and attitude towards
brand
Un-standardized
Model Standardized Coefficients
Coefficients
(Constant) 1.495 .304 4.919 .000
Attitude towards advertisement .642 .088 .453 7.271 .000

(Pantene shampoo)
Dependent Variable: Attitude towards brand. R2= .205, F=52.866
was tested in table 4.13.The beta values show that there is positive and significant relationship
between attitude towards advertisement and attitude towards brand. The t- ratio is also greater
than 2 i.e. (t=7.271) and p value also shows significant relationship of attitude towards
advertisement with the attitude towards brand i.e. (p=.000).The R2shows if there is change in the
attitude towards advertisement, there will be 20% variations in the value of attitude towards
brand.
33 | P a g e
Step: 4
Un-standardized
Model Coefficients

(Constant)
1.275 .326 3.915 .000
Attitude towards brand (Pantene

.612 .086 .444 7.092 .000
shampoo)
Dependent Variable: Consumer Purchase Intention. R2= .197, F=50.290
tested in table 4.14.The beta values show that there is positive and significant relationship between
intention i.e. (p=0.000).The R2 shows if there is change in the attitude towards brand, there will be
19% variations in the value of consumer purchase intention.
34 | P a g e
Step-5
Table 4.15: Over All Mediation Analysis for Pentene shampoo

Model
(Constant) 1.275 .326 3.915 .000

Attitude towards brand (Pantene shampoo) .612 .086 .444 7.092 .000
(Constant) 1.589 .445 3.571 .000
Attitude towards attitude (Pantene shampoo) -.142 .137 -.073 -1.036 .302
(Constant) 1.170 .468 2.502 .013
Attitude towards advertisement(Pantene
-.296 .145 -.151 -2.043 .042
shampoo)
Emotional appeals (Pantene shampoo) .123 .106 .077 1.168 .244
Rational appeals (Pantene shampoo) .261 .098 .196 2.667 .008
The above model shows multiple regressions for mediation analysis between all variables of
Pantene. On the basis of standardized coefficient, the value of one of the independent variables i.e.
emotional appeals (β=0.77) which is reduced as compared to the direct relationship of emotional
appeal with consumer purchase intention where the direct standardized coefficient value was
(β=.0.86). So according to Barron and Kenny (1986) when the value of beta reduces as compared to
the direct relationship and is closed to zero, then full mediation has occurred in such a case. While
the other independent variable i.e. rational appeals’ value is (β=.196) has reduced as compared to
direct relationship of rational appeal with consumer purchase intention (β=.318). According to
Barron and Kenny (1986), when the value of beta is reduced as compared to direct relationship of
independent variable with dependent variable and not closed to zero, then it means that full
mediation has occurred. Attitude towards brand also partially mediate the relationship between
attitude towards advertisement and consumer purchase intention. The beta value for attitude towards
brand in both the direct and the indirect relationship is the same i.e. (β=.444) which means that no
mediation has occurred here in this relationship.
35 | P a g e
4.1.4 Palmolive shampoo:
Step-1
Table 4.16: Relationship between Emotional appeals and the consumer purchase Intention
& Rational appeals and the consumer purchase Intention:

Model
(Constant)
1.013 .414 2.450 .015
Emotional appeals (Palmolive shampoo)

.201 .109 .126 1.838 .068
Rational appeals (Palmolive shampoo)

.404 .101 .276 4.015 .000
Dependent variable: Consumer Purchase Intention (Palmolive). R2= .112, F= 12.862
tested in table 4.1. The beta value is positive and significant, t-ratio is less than 2 i.e. (t=1.838)
and p value is also insignificant i.e. (p=0.68) which means that relationship of emotional appeal
with consumer purchase intention is insignificant. The relationship between rational appeals and
consumer purchase intention was also tested in table 4.1. Here in comparison with emotional
appeal, it is significantly related with consumer purchase intention, because here along with the
beta value (positive), the t- ratio is significant i.e. (t=4.015) greater than 2 and the p value is also
significant i.e. (p= .000).The R2shows if there is change in emotional and rational appeal there
will be 11% variations in the value of consumer purchase intention.
36 | P a g e
Step-2

Model
(Constant)
1.263 .179 7.054 .000
Emotional appeals (Palmolive shampoo)

.152 .047 .182 3.216 .002
Rational appeals (Palmolive shampoo)

.426 .044 .555 9.796 .000
Dependent Variable: Attitude towards advertisement. R2= .398, F= 67.449
The relationship between Emotional appeals and attitude towards advertisement was tested in table
4.17. The beta value is positive and significant, the t-ratio is greater than 2 i.e. (t=3.216) and p value
is (p=0.002) so it shows a significant relationship of emotional appeal with attitude towards
advertisement. The relationship between rational appeals and attitude towards advertisement was also
tested in table 4.17. Here the beta value is positive, the t-ratio is greater than 2 (t-ratio=9.796) and the
p value is also significant i.e. (p=0.000). It means that the relationship of rational appeals with the
attitude towards advertisement is also positive. The R2 shows if there is change in emotional and
rational appeal there will be 40% variations in the value of attitude towards advertisement.
37 | P a g e
Step: 3
Table: 4.18: Relationship between Attitude towards advertisement and attitude towards
brand

Model
(Constant) .882 .388 2.274 .024
Attitude towards
.780 .118 .421 6.637 .000
advertisement (Palmolive
shampoo)
Dependent Variable: Attitude towards brand (Palmolive): R2= .177, F= 44.055
was tested in table 4.18.The beta values show that there is positive and significant relationship
between attitude towards advertisement and attitude towards brand. The t- ratio is also greater than
2 i.e. (t=6.637) and p value also shows significant relationship of attitude towards advertisement
with the attitude towards brand i.e. (p=.000).The R2 shows if there is change in the attitude towards
advertisement, there will be 18% variations in the value of attitude towards brand.
38 | P a g e
Step: 4

Model
(Constant) 1.961 .244 8.025 .000
Attitude towards brand .319 .068 .311 4.682 .000

(Palmolive shampoo)
Dependent Variable: Consumer Purchase Intention (Palmolive): R2= .097, F= 21.918
significant. The relationship between attitude towards brand and consumer purchase intention
was tested in table 4.19. The beta values show that there is positive and significant relationship
between attitude towards brand and consumer purchase intention. The t-ratio is greater than 2
(t=4.682) and p value also shows significant relationship of attitude towards brand and consumer
purchase intention i.e. (p=0.000). The R2 shows that any change in the attitude towards brand
will cause a 9.7% variation in the value of consumer purchase intention.
39 | P a g e
Step-5
Table 4.20: Over All Mediation Analysis for Palmolive shampoo

Model
(Constant) 1.961 .244 8.025 .000

Attitude towards brand (Palmolive
.319 .068 .311 4.682 .000
shampoo)
(Constant) .844 .412 2.050 .042
.216 .073 .211 2.949 .004
shampoo)
.453 .136 .238 3.332 .001
(Palmolive shampoo)
(Constant) .543 .452 1.200 .232
.172 .078 .168 2.206 .028
shampoo)
.315 .160 .166 1.963 .051
(Palmolive shampoo)
Emotional appeals (Palmolive
.109 .111 .069 .981 .328
shampoo)
Rational appeals (Palmolive
.162 .126 .111 1.294 .197
shampoo)
Palmolive. On the basis of standardized coefficient, the value of one of the independent variables
i.e. emotional appeals (β=.069) which is reduced as compared to the direct relationship of emotional
appeal with consumer purchase intention where the direct standardized coefficient value was
(β=.126). So according to Barron and Kenny (1986) when the value of beta reduces as compared to
the direct relationship and is closed to zero, then full mediation has occurred in such a case. While
the other independent variable i.e. rational appeals’ value is (β=.111) which is not closed to zero
and it is reduced as compared to direct relationship of rational appeal with consumer purchase
intention (β=.276). Thus according to Barron and Kenny (1986) when the value of beta is not closed
to zero and reduced as compared to direct relationship of independent variable with dependent
variable then it means that partial mediation has occurred. Attitude towards brand also partially
40 | P a g e
mediate the relationship between attitude towards advertisement and consumer purchase intention.
The beta value for attitude towards brand in both the direct and the indirect relationship is the same
i.e. (β=.311) which means that no mediation has occurred here in this relationship.
41 | P a g e
4.1.5 Himalaya shampoo
Step-1
Table 4.21: Relationship between Emotional appeals and the consumer purchase Intention
& Rational appeals and the consumer purchase Intention

Model
(Constant) .974 .434 2.244 .026
Emotional appeals (Himalaya shampoo) .224 .119 .138 1.880 .062
Rational appeals (Himalaya shampoo) .363 .105 .253 3.463 .001
Dependent Variable: Consumer Purchase Intention (Himalaya): R2= .113, F= 13.058
tested in table 4.21. The beta values show that there is positive and significant relationship between
emotional appeal and consumer purchase intention. The t-ratio is less than 2 (t=1.880) and p value
also shows insignificant relationship of emotional appeal with consumer purchase intention
(p=.062). The relationship between rational appeals and consumer purchase intention was also
tested in table 4.21. Here in comparison with emotional appeal, it significantly related with
consumer purchase intention, here the t- ratio is significant i.e. (t=3.463) greater than 2, and on the
other hand p value is also significant i.e. (p= .001). The R2shows if there is change in emotional
and rational appeal there will be 11% variations in the value of consumer purchase intention.
42 | P a g e
Step- 2
Rational appeals and attitude towards advertisement
Un-standardized
Model Coefficients
Constant
1.540 .171 8.995 .000
Emotional appeals (Himalaya shampoo) .101 .047 .127 2.153 .033
Dependent variable: Attitude towards advertisement. F=75.285, R2= .425
tested in table 4.22. The beta is positive and significant, t-ratio is greater than 2 (t=2.153) and p
value is also significant (p=0.033). It means that the relationship between emotional appeals with
attitude towards advertisement is positive. The relationship between rational appeals and attitude
towards advertisement was also tested in table 4.22. Here the beta value is positive, the t-ratio is
greater than 2 (t=9.994) and p value is also significant (p=0.000) so the relationship between
rational appeals with attitude towards advertisement is also significant. The R2 shows if there is
change in emotional and rational appeal there will be 42% variations in the value of attitude
towards advertisement.
43 | P a g e
Step 3:

Model
(Constant) 1.161 .294 3.950 .000
Attitude towards
.674 .084 .488 7.994 .000
advertisement (Himalaya
shampoo)
Dependent Variable: Attitude towards brand (Himalaya): R2= .238, F= 63.912
was tested in table 4:23.The beta values show that there is positive and significant relationship
between attitude towards advertisement and attitude towards brand. The t- ratio is also greater than
2 (t=7.994) and p value also shows significant relationship of attitude towards advertisement with
the attitude towards brand (p=.000).The R2 shows if there is change in the attitude towards
44 | P a g e
Step-4
Un-standardized
Model Coefficients
(Constant) 1.626 .353 4.611 .000
Attitude towards brand (Himalaya shampoo) .427 .099 .289 4.321 .000
Dependent Variable: Consumer Purchase Intention (Himalaya): R2= .083, F= 18.671
tested in table 4.24.The beta value shows that there is positive and significant relationship between
attitude towards brand and consumer purchase intention. The t-ratio is greater than 2 (t=4.321) and
p value also shows significant relationship of attitude towards brand and consumer purchase
intention i.e. p=0.000.The R2 shows if there is change in the attitude towards brand, there will be
8.3% variations in the value of consumer purchase intention.
45 | P a g e
Step-5:
Table: 4.25: Over All Mediation Analysis for Himalaya shampoo

(Constant) 1.626 .353 .000

4.611
Attitude towards brand (Himalaya
.427 .099 .289 4.321 .000
shampoo)
(Constant) .339 .478 .708 .480
.222 .110 .150 2.024 .044
shampoo)
.582 .151 .285 3.842 .000
(Himalaya shampoo)
(Constant) .091 .508 .180 .857
.163 .115 .110 1.416 .158
shampoo)
.440 .180 .215 2.442 .015
(Himalaya shampoo)
Emotional appeals (Himalaya
.133 .122 .081 1.092 .276
shampoo)
Himalaya. on the basis of standardized coefficient, the value of one of the independent variables
i.e. emotional appeals (β=.081) which is reduced as compared to the direct relationship of
emotional appeal with consumer purchase intention where the direct standardized coefficient value
was (β=.138), so according to Barron and Kenny (1986) when the value of beta reduces as
compared to the direct relationship and is closed to zero, then full mediation has occurred in such a
case. While the other independent variable i.e. rational appeals’ value is (β=.090) which is closed
to zero and it is reduced as compared to direct relationship of rational appeal with consumer
purchase intention (β=.253). It means that full mediation has occurred. Attitude toward brand also
partially mediate the relationship between attitude towards advertisement and consumer purchase
intention. The beta value for attitude towards brand in the direct relationship was (β=.289) which
has remained the same (β=.289) so it means that no mediation has occurred in this relationship.
46 | P a g e
4.1.6 Dove shampoo
Step- 1
Rational appeals and the consumer purchase Intention

(Constant) 2.232 .407 5.485 .000

Emotional appeals (Dove shampoo) .248 .120 .160 2.070 .040
.191 .105 .141 1.825 .069

Rational appeals (Dove shampoo)
Dependent Variable: Consumer purchase intention (Dove): R2= .067, F= 7.316
tested in table 4.26. The beta value is positive and significant, t-ratio is greater than 2 (t=2.070) and
p value is also significant (p=.040). It means the relationship of emotional appeals with the
consumer purchase intention is significant. The relationship between rational appeals and consumer
purchase intention was also tested in table 4.26. Here in comparison with emotional appeal, the beta
value is positive, t- ratio is insignificant i.e. (t=.1.825) less than 2, and the p value is also
insignificant i.e. (p= .069). It means that the relationship of rational appeals with the consumer
purchase intention is insignificant. The R2 shows if there is change in emotional and rational appeal
there will be 6.7% variations in the value of consumer purchase intention.
47 | P a g e
Step- 2
Table 4.27: Relationship between Emotional appeals &attitude towards advertisement and
rational appeals & attitude towards advertisement

Model
(Constant) .796 .144 5.517 .000
Emotional appeals (Dove

shampoo) .184 .042 .212 4.323 .000
Rational appeals (Dove shampoo) .506 .037 .666 13.597 .000
Dependent Variable: Attitude towards advertisement (Dove): R2= .624, F= 169.151

tested in table 4.27. The beta value is positive and significant, the t-ratio is greater than 2 (t=4.323)
and p value is also significant (p=0.000). It means that the relationship between emotional appeals and
attitude towards advertisement is positive. The relationship between rational appeals and attitude
towards advertisement was also tested in table 4.27. Here the beta value is positive, the t-ratio is
greater than 2 (t-ratio=13.597) and the p value is also significant (p=0.000). It means that the
relationship between rational appeals and attitude towards advertisement is also significant. The
R2shows if there is change in emotional and rational appeal there will be 62% variations in the value
of attitude towards advertisement.
48 | P a g e
Step-3
(Constant) 1.351 .262 5.155 .000
Attitude towards
.715 .079 .534 9.047 .000
advertisement (Dove
shampoo)
Dependent Variable: Attitude towards brand(Dove) R2= .285, F=81.854
significant. The relationship between attitude towards advertisement and attitude towards brand was
tested in table 4.28.The beta value shows that there is positive and significant relationship between
attitude towards advertisement and attitude towards brand. The t- ratio is also greater than 2
(t=9.047) and p value also shows significant relationship of attitude towards advertisement with the
attitude towards brand (p=.000).The R2 shows if there is change in the attitude towards
49 | P a g e
Step- 4

(Constant) 1.314 .307 4.281 .000
Attitude towards brand (Dove

.665 .081 .497 8.208 .000
shampoo)
Dependent variable: Consumer purchase intention (Dove). R2= .247, F=67.364
tested in table 4.29. The beta value shows that there is positive and significant relationship between
intention p=0.000), The R2shows if there is change in the attitude towards brand, there will be 24%
variations in the value of consumer purchase intention.
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Step-5
Table 4.30: Overall Mediation Analysis for Dove shampoo

Model
(Constant) 1.314 .307 4.281 .000

Attitude towards brand (Dove shampoo) .665 .081 .497 8.208 .000
(Constant) 1.467 .383 3.831 .000
Attitude towards advertisement (Dove
-.086 .128 -.048 -.669 .504
shampoo)
(Constant) 1.430 .404 3.535 .001
Attitude towards advertisement (Dove
-.081 .182 -.045 -.443 .658
shampoo)
Emotional appeals (Dove shampoo) .039 .116 .025 .334 .738
Rational appeals (Dove shampoo) -.025 .132 .124 -.193 .847
The above model shows multiple regressions for mediation analysis between all variables of Dove. On
the basis of standardized coefficient, the value of one of the independent variables i.e. emotional
appeals (β=.025) which is reduced as compared to the direct relationship of emotional appeal with
consumer purchase intention where the direct standardized coefficient value was (β=.160). So
according to Barron and Kenny (1986) when the value of beta reduces as compared to the direct
relationship and is closed to zero, then full mediation has occurred in such a case. While the other
independent variable i.e. rational appeals’ value is (β=.124) which is not closed to zero and it is
(β=.141). According to Barron and Kenny (1986) when the value of beta is not closed to zero and is
reduced as compared to direct relationship of independent variable with dependent variable, then it
means that partial mediation has occurred.
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4.2 Discussion
The purpose of this study was to find out the relationship of advertising appeals and consumer
purchase intention with the mediating role of consumer’s attitude towards advertisement and
consumer’s attitude towards brand. Also to determine that which type of appeal is more effective if
compared. Advertising appeal is defined as the theme of advertisement. Each advertising appeal is
such a force which attracts consumer’s attention. Kotler (2003) divided the advertising appeals into
two groups: Rational appeals and the Emotional appeals. Rational appeals focus on the consumers’
practical and functional needs. These appeals provide the factual information like Price, quality,
reliability, purpose & usage and can be are very effective when the advertised product is a high
involvement one i.e. A car or a Computer system. Such types of products are usually expensive and
require a high level of risk taking. Thus the consumers need to be more rational in collecting the
information about these products. However, the emotional appeals focus on feelings and emotions
i.e. These appeals connect certain feelings with the usage of the advertised product or service. The
feelings can be fear, happiness, Love, hate, arrogance, pride etc. These appeals try to build a world
of fantasy for the consumers and are very effective in case of low involvement products i.e.
shampoos, soaps, chocolates, perfumes etc (Abhilasha Mehta & Scott C. Purvis, 1995). It is a
common perception that if an appeal influences the consumer’s attitude towards advertisement,
his/her attitude towards brand and his/her purchase intention positively. It means that the
advertisement was very effective and the goal of the advertisement is achieved.
The overall statistical results illustrate more positive relationship between the emotional appeals
and consumer’s attitude towards advertisement as compared to the rational appeals which in turns
positively affects the attitude towards brand and finally the consumers’ purchase intention. The
emotional appeals are those which effect the consumer’s mind through the use of feelings and
emotions i.e. humor, love, fear etc. This study also revealed that both males and females prefer
emotional appeals over rational appeals in advertisements as a result of which they got convinced
towards purchasing the shampoos which utilized emotional appeals in its advertisements. Thus if an
advertiser wants to attract consumers towards their brand, he/she must add a big emotional content
into it. The results also support the previous research findings. (Biehal et. al, 1991; Mackenzie et.
al, 1986; Abdulllah Niazi, 2012).
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Chapter 5th
CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
Advertisement is a non-personal form of communication intended to influence the consumers

positively towards the advertised product or service. Thus in order to affect the customers, the
advertisers put some effective elements in it i.e. jingle, celebrity, colors, themes, appeals or
animations. Advertising appeals are the most popular amongst all of the advertising elements used
by marketers all over the world. These are defined as the driving force intended to influence
consumers’ psychology. These appeals fall in two basic categories: Rational & Emotional appeals.
Rational appeals are based on facts, numbers and information while Emotional appeals are based on
feelings and emotions. Literature reveals that emotional and rational appeals play a vital role in
effecting the consumers’ attitude towards advertisement which in turns affects their attitude towards
brand leading to affect their purchase intention. The advertising attitude is defined as an
individual’s feelings (positive or negative) towards an advertisement Thus if an advertisement is
effective, it will create a positive attitude of the consumer towards it and the consumer is more
likely to purchase the brand. Many researchers have studied whether emotional or rational appeals
in advertisements are more effective in shaping the consumers’ attitude. On the basis of studied
literature and this study’s results, it was concluded that the emotional appeals are more effective in
composing consumer’s purchase intention as compared to rational appeals. Additionally, literature
also supported the mediating role of consumers’ attitude towards advertisements and consumers’
attitude towards brand. So it can be stated that the emotional advertisements create a more positive
attitude towards the advertisements which in turns creates a positive attitude towards the brand
leading to a purchase intention.
53 | P a g e
5.2 Recommendations
Previous studies as well as the current study show that emotional appeals are more effective in
composing the consumers’ purchase intention as compared to the rational appeal. Additionally, it
shows consumers’ attitude towards advertisement and brand also plays a key mediating role. So it
can be recommended that:
 Emotional elements in advertisements can help in generating emotions, sensations and

associations towards the advertised brands i.e. if an advertisement is joyful, it will turn the
mood of the audience on and in turn will attract them towards the purchase of the advertised
commodity. As emotions have an important place in our social and personal lives that’s why
the appropriate use of emotions in advertising messages of newly launched brands can better
help the brand advertisers to create and maintain the target audience’s interest in the
advertised brand. Secondly, the creation of an emotional attachment with an advertised brand
can also help the brand managers and brand advertisers to create the brand loyalty.
 The use of emotional appeal can also be useful for the promotion of existing brands to
develop emotional links of the consumers towards them. By adding an emotional touch to
their brand, the brand advertisers can strengthen the brand loyalty and can ultimately increase
the sale of their brands.
 The appropriate use of emotions in advertising messages can also help the brand advertisers
to reduce the consumer price sensitivity and helps the brand getting a premium in the market
during a stable economy. Moreover, even in recession, the market for the brands remains
stable growing, and substantial.
 Rational appeals have a prominent role in the in the consumers decision making process
when it comes to high price or long term usage products/ services. So the marketers of such
commodities should take into consideration the rational appeals in advertisements and should
make the most appropriate use of rationality in advertising messages.
 Before selecting an appropriate advertising appeal for the promotion of their brands, the brand
advertisers should primarily focus on market/consumer based researches. This will give them a
sound base of understanding that which advertising appeal can better influence the overall
consumer purchase intentions. Thus by knowing their target market’s needs, wants and
54 | P a g e
preferences, they can adopt the most appropriate advertising appeals for their advertising
campaigns.
5.3 Extent of Contribution by the Current Study to understand the impact of

emotional and rational appeals in advertisements on Consumer Purchase
Intention
This final section of the research thesis presents a brief but comprehensive contribution of the
current study in relation to rational and emotional appeals in advertisements and their impact on
consumers’ purchase intention. . In general, the research objective of this study was to expose
consumer perceptions about the emotional and rational appeals in advertisements in relation to
their purchase intention particularly in the context of Khyber Pukhtoonkhwa. Additionally the
mediating role of consumers’ attitude towards advertisement and brand was also a question.
According to the previous literature, some studies have found that emotional appeals are more
effective in influencing consumers’ purchase intention (Machleit & Wilson, 1988; Zinn &
Manfredo, 2000) while some others have found that rational appeals are more effective in
shaping consumers’ purchase intention (Page, Thorson & Heide, 1990; Schiffman & Kanuk,
2004). The current study has found that here in Khyber Pukhtoonkhwa, emotional appeals in
advertisements are more effective in effecting consumers’ purchase intention as compared to
rational appeals in advertisements and consumers’ attitude towards advertisement and brand also
play a vital mediating role. The research gap that was identified in the chapter second of this
study has been properly filled through this study. . The findings of this study will serve for
theoretical reasons, helping out students and other research scholars to know how various
advertising appeals are perceived by the consumers of Khyber Pukhtoonkhwa and which
advertising appeals are more effective in shaping consumers’ purchase intention. Practically, it
will provide a strong base to advertisers and brand managers in understanding consumers’ minds
in terms of advertising appeals and to know that which advertising appeals are more useful in the
context of Khyber Pukhtoonkhwa specifically. This way they can focus their present and future
advertising campaigns on the basis of this study’s findings.
55 | P a g e
5.4 Limitations
The study was carried out to find out which appeals (rational or emotional) affect the consumer’s
attitude (towards advertisement and brand) more positively and in turn also affect the consumer’s
purchase intention.
 Artificial Scenario: As the experiment was done in an artificial scenario, in which some
advertisements were shown to the consumers in a closed environment. So their responses
may vary from those which may have resulted if the advertisements were viewed in natural
settings.
 Sample coverage: The sample source came from five Universities of Peshawar. So it may
not be generalized. As it may not fully display the general characteristics of the whole
population.
5.5 Suggestions for future research
 Sample size:
As the sample size of this study was small (207) due to the shortage of time and limited
resources. So the future studies can experiment on a large sample to have a better insight of
the relationship between the independent and dependent variables.
 Location:
Our sample for the study belonged to Khyber Pukhtoonkhwa. Any subsequent study can
consider samples from other areas of Pakistan.
 Applicable to different product categories:

The product category for this research study was shampoos. The study can also be applied to
other product categories.
56 | P a g e
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Appendix:
QUESTIONNAIRE
Gender: - ______________Age: - ___________
After watching the advertisement of the following brands, please indicate that how you feel towards
each of these brands separately on five points scale.
1=Strongly Disagree 2=Disagree 3=Undecided /Neutral 4=Agree 5=Strongly Agree
Johnson’s Dove
Clinic Plus Pantene Palmolive Himalaya
baby Shampo
Shampoo Shampoo Shampoo Shampoo
Shampoo o
The advertisement provided sufficient 12345 12345 12345 12345 12345 12345
information about the benefits of the brand.
The advertisement focused on targeting 12345 12345 12345 12345 12345 12345
warm feelings.
The advertisement was interesting. 12345 12345 12345 12345 12345 12345
The advertisement focused on targeting fear 12345 12345 12345 12345 12345 12345
factor.
The advertisement was attractive. 12345 12345 12345 12345 12345 12345
The advertisement of the brand was 12345 12345 12345 12345 12345 12345
appealing.
The advertisement of the brand was good. 12345 12345 12345 12345 12345 12345
The advertisement was pleasant. 12345 12345 12345 12345 12345 12345
The advertisement was dull. 12345 12345 12345 12345 12345 12345
The advertisement was refreshing 12345 12345 12345 12345 12345 12345
The advertisement was enjoyable. 12345 12345 12345 12345 12345 12345
12345 12345 12345 12345 12345 12345
My attitude towards the brand is favorable.
My attitude towards brand is positive. 12345 12345 12345 12345 12345 12345
The Brand is a good brand. 12345 12345 12345 12345 12345 12345
1= definitely will not buy 2= probably will not buy 3=Not sure 4= probably will buy 5= definitely will buy.
All things considered, if you were to purchase a shampoo on one of your next trips to a store, what are the chances that 12345
you would purchase JOHNSON’S BABY shampoo if it was available?
you would purchase CLINIC PLUS shampoo if it was available?
you would purchase PANTENE shampoo if it was available?
you would purchase PALMOLIVE shampoo if it was available?
you would purchase HIMALAYA shampoo if it was available?
you would purchase DOVE Shampoo if it was available?
64 | P a g e

Sana Thesis

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Chapter 1st

1.3 Research questions

 What is the relationship between various appeals (rational and emotional) in

1.4 Objective of the study

The objective of this study was:

 To study the relationship between various appeals (rational and emotional) in

The consumer’s attitude was studied in the following way.

1. Attitude towards emotional and rational advertisements.

1.5 Scope of the study

1.6 Significance of the study

Advertising is important in today’s competitive environment. Companies think that the

Advertising is a rewarded, facilitated form of announcement from a recognizable source,

2.2 Advertising Appeals

2.3 Rational and emotional appeals

2.4 A comparison of emotional and rational appeals

These emotional advertisements use powerful provoking appeals to develop convincing

If we compare rational and emotional advertisements in terms of evidence providence, rational

2.5 Advertising attitude

2.6 Consumers’ purchase intention

2.7 Research gap Identification

2.8 Conceptual Framework

Emotional appeals Rational appeals

The following hypotheses were tested in this study:

H0: Rational advertisements create a positive attitude towards the advertisements.

H1: Emotional advertisements create a positive attitude towards the advertisements.

H3: A positive attitude towards the brand leads to purchase intention.

3.2 Sample Size and Sampling Technique

3.3 Product category:

3.5 Questionnaire Construction

3.6 Data collection procedure

3.7 Variables Discussion

3.7.1 Independent Variable

The dependent variable of the study included consumer’s purchase intention.

3.7.3 Mediating Variables:

3.8 Statistical Tool Used for Data Analysis

Model Un-standardized Coefficients Standardized Coefficients

(Constant) 1.520 .436 3.489 .001

Emotional appeal (Johnson’s

Un-standardized Variables Standardized Variables

B Std. Error Beta t-ratio Sig.

(Constant) .979 .156 6.267 .000

Rational appeals (Johnson’s .489 .044 .613 11.209 .000

Model Un-standardized Coefficients Standardized Coefficients

B Std. Error Beta t-ratio Sig.

(Constant) 1.742 .263 6.627 .000

Attitude towards advertisement

Dependent variable: Attitude towards brand. R2= .278, F= 78.857

Model Un-Standardized Coefficients Standardized Coefficients

B Std. Error Beta t-ratio Sig.

(Constant) 1.700 .431 3.943 .000

Model Un-standardized Coefficients Standardized Coefficients

(Constant) 1.945 .471 4.131 .000

Attitude towards advertisement (Johnson’s

(Constant) 1.328 .510 2.605 .010

Attitude towards advertisement (Johnson’s

(Constant) 1.150 .505 2.277 .024

Attitude towards advertisement (Johnson’s

Model Un-standardized Coefficients Standardized Coefficients

B Std. Error Beta t-ratio Sig.

Emotional appeals (Clinic Plus shampoo)

Rational appeals(Clinic Plus shampoo)

Un-standardized Coefficients Standardized Coefficients

B Std. Error Beta t-ratio Sig.