Cognitive and Emotional Responses to Advertising: A Study of Their Effects on Purchasing Behavior

Authors: Sanjay Ghosh

Country: India

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Abstract: This study examines the influence of advertising on consumer purchasing decisions, positing that brand image, persuasiveness, and celebrity endorsement are critical factors that shape consumer intentions and behaviors. The research finds that the constructed image of a product plays a significant role in influencing purchases. While product quality and price are confirmed as primary factors, a well-executed advertisement significantly alters consumer trends. Furthermore, celebrity endorsement is shown to impact behavior considerably. The findings indicate that the positive influence of these advertising elements cultivates brand loyalty, which effectively promotes products and converts consumer intentions into actual purchases.

Keywords: Media advertisements, advertising, brand image, Consumer buying behavior, Target audience and emotional response.

Paper Id: 232732

Published On: 2025-08-09

Published In: Volume 13, Issue 4, July-August 2025

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