EFFECTS OF EMOTIONAL APPEAL USED IN TELEVISION ADS ON PURCHASE DECISION OF CONSUMER: A LITERATURE REVIEW

Advertisement is an important tool to introduce brand to people and Television is one of the major source of which can differentiate one brand to the others. Previously, advertisers were only focusing on the utility feature of the product but now the scenario has been changed. Advertisers are pinpointing and using the emotions of the local public and use them in their TV Commercials. This review of study will majorly focus on emotional appeals used in TV commercials and its impact on the consumer's buying decision. Literature review has been done from various journals and published papers and information collected from both within India and outside India.