BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)


Department of Social Sciences & Liberal Arts

Date of Award

Spring 2023

Date of Submission



Dr. Amer Iqbal Awan, Assistant Professor, Department of Management

Project Type

SSLA Culminating Experience

Access Type

Restricted Access


This thesis investigates the effects of emotional advertising on consumer attitudes towards brands in the context of Pakistan. Emotional advertising, a widely used marketing strategy, aims to elicit profound emotional responses from consumers to establish a profound connection between the brand and its target audience. This study leverages both self-report surveys and galvanic skin response (GSR) measurements to delve into the emotional processes that underlie and influence consumer perceptions. By subjecting the collected data to robust statistical methodologies, this study offers empirical evidence concerning the intricate relationship between emotional advertising and consumer attitudes.

The findings of this research significantly contribute to the fields of advertising and psychology, providing invaluable insights for marketers seeking to craft more impactful emotional advertising strategies that effectively cultivate brand engagement and nurture positive sentiments. By unraveling the intricate interplay between emotional advertising and consumer attitudes, this study holds the potential to amplify brand loyalty, engender trust, and stimulate word-of-mouth recommendations.

Notably, this study distinguishes itself as the pioneer in the Pakistani context, pioneering the exploration of emotional advertising effects through the lens of galvanic skin response (GSR) rather than relying solely on self-reported measures. This deliberate methodological choice enriches the study's rigor and enhances its credibility.



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