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Name: Bhavani Singh Rathore Roll No: 141206

TITLE: RESPONSE TO ADVERTISING APPEALS: A GENDER BASE STUDY

Authors: Pragya Keshari and Sangeeta Jain

Publication: Journal of Marketing and Communication
January – April 2014

Literature

Advertising is a used by marketer to grab the attention, effect the behavior of the consumer and motivate them to purchase advertised product or service. As advertisement is an important part of marketing, it is also expensive and an effective advertisement strategy can help in success of an organization. Therefore advertisers are always concerned to know how advertising affects consumer behavior, and how it works, in order to formulate an effective advertisement strategy. Consumer response is how individuals react to a drive or cue, how they behave -constitutes their response. There are various models which explain the response of consumer to advertisements. Cognitive response model is based on cognitive response and assumes that consumer preferences are not changed by advertising and that consumer’s decision are only rational. The second model is pure affect model which focuses on affective responses, the familiarity and feeling advertisements can evoke. Advertisement appeal refers to the approach used to attract the attention of consumer and influence their feeling towards product service or cause. It is normally categorized in as emotional and rational appeal. While emotional appeal is an “attempt to stir up positive or negative emotion that can motivate purchase”, rational appeal contains fact about the product, its tries to appeal by relating to audience self-interest and showing that the product will give desired benefits.

Objectives of the Study:

To compare the response of consumers to rational and emotional appeal advertising.
To compare the response of male and female consumers to rational

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