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@article{173606,
        author = {Ashmita Sunil},
        title = {The Impact of Emotional Advertising on Consumer Purchasing Behaviour},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {10},
        pages = {816-820},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=173606},
        abstract = {This research paper examines the impact of emotional advertising on consumer purchasing behavior, focusing on the interplay between affect and cognition in decision-making. By exploring how emotional appeals in advertisements shape attitudes, perceptions, and buying intentions, the study highlights the critical role of emotional resonance and brand attachment in influencing consumer behavior. Grounded in theories from consumer psychology and advertising, it employs a mixed-methods approach, integrating qualitative insights from interviews and focus groups with quantitative data from surveys and content analysis. The findings reveal the significance of emotions in driving consumer decisions, offering actionable recommendations for marketers to design effective emotional advertising strategies. This research provides valuable insights into crafting impactful marketing campaigns in the digital age.},
        keywords = {Emotional advertising, Consumer decision-making, Brand attachment, Advertising effectiveness, Marketing strategies},
        month = {March},
        }