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.