IMPACT OF EMOTIONAL ADVERTISEMENT ON CONSUMER DECISION MAKING FOR ICE CREAM BRANDS IN PAKISTAN

This research was conducted to see the effects of ads using emotions on consumer Decision making. The study was limited to Low participation goods exclusively Ice cream brand. this paper also intends to analysis the mainly powerful ad request that effect the consumer's decision making. The study is restricted to Low attachment product exclusively Ice cream brand. The hypothesize model has been tested by Structural equation modeling (SEM) and factor analysis. We used the quantitative approach, and the questionnaire-based survey was conducted using a sample size of 384 people and their answers to different appeals excitement, Humor, love, and happiness were recorded. The hypothesis model has been tested using structural equation modeling (SEM) and factor analysis. The outcome shows a positive effect of emotions like Humor and excitement influence the buying aim of the customers. This paper verifies the positive association between Ads using emotions and consumer decision making with respect to the Ice cream brand