Degree

BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)

Department

Department of Social Sciences & Liberal Arts

Date of Award

Spring 2024

Date of Submission

2024-08-04

Advisor

Ms. Aliya Iqbal Naqvi, Faculty Member, Department of Social Sciences

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Keywords

Emotional Appeal, Pakistani Advertisements, Gen-Z Consumers, Ad recall, GSR

Abstract

This experimental research explores the impact of emotional appeals in advertising on Gen Z consumers in Pakistan, focusing on how these appeals affect emotional resonance and ad content recall and recognition. By adopting a mixed-methods approach, this study is distinctive in its use of physiological data (GSR) alongside in-depth interviews to create a comprehensive understanding of advertising effectiveness. The integration of psychological and social sciences theories, such as the Social Congruity Theory and the James-Lange Theory of Emotions, uniquely positions this research at the intersection of marketing and social sciences, enriching the analysis of consumer responses.

Although primarily qualitative in nature, even the quantitative aspects of the study are analyzed through a qualitative lens, offering a deeper insight into the nuances of consumer behavior. The findings highlight that emotional appeals in advertisements significantly enhance emotional resonance, which in turn positively influences ad content recall and recognition among Gen Z consumers. This underscores the efficacy of emotionally resonant advertising in capturing the attention and loyalty of this demographic, who are known for their preference for authenticity and emotional depth in media content.

This research contributes to the academic discourse on advertising effectiveness, particularly in the context of rapidly evolving digital media landscapes and changing consumer behavior patterns. It demonstrates the need for advertisers to focus on emotional connectivity to build deeper consumer engagement and brand loyalty.

Pages

67

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