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.