Page 151 - MARSIUM'21 COMP OF PAPER

129 Dayang Permai (2022)

2.6 EMOTIONS

Advertising is one of the most effective ways for emotionally influencing customers to purchase goods (Moore, 2004). Advertising's
objective is to increase brand recognition, preference, and product or service selection. Consumer attitudes regarding commercials are the
most powerful hypothesis in marketing and advertising research. Until the consumer's purchase intention is established, the consumer's views
regarding the Brand are impacted by the attitudes produced by the advertising (Goldsmith & Lafferty, 2002). Given that advertising's
objective is to foster a favourable attitude toward the Brand and advertising, a positive emotional reaction to a commercial may be the greatest
indicator of successful advertising (Goldsmith & Lafferty, 2002). That is why advertising's major objective is to encourage consumers to
acquire things and to build awareness (Bymolt, Claasen, & Brus, 1998). Another factor that contributes to good advertising eliciting
emotional reactions is the consumer's ability to remember the brand advertisement (Goldsmith & Lafferty, 2002).

The degree to which consumers make product-related judgments is determined by the relative relevance of brand memory, which might
result in brand awareness. (Goldsmith & Lafferty, 2002) Brand awareness aids recall advertising, providing it a competitive edge against
difficult-to-recall companies. When individuals have a favourable perception of commercials, they are more likely to recall them than when
they have a negative perception of them (Goldsmith & Lafferty, 2002). When distinguishing characteristics are connected with a brand, a
cue is created that aids in remembering the brand advertising and increases the chance of the brand being retrieved by any customer
(Romanuik & Sharp, 2004). Because emotional advertising enables people to convey their sentiments about a product, it is the most successful
kind of advertising (Brassington & Petitt, 2001).

2.7 HYPOTHESIS DEVELOPMENT

2.7.1 HYPOTHESIS 1

H 1: There is a relationship between audience emotions towards advertisement content
H 0: There is no relationship between audience emotions towards advertisement content

2.7.2 HYPOTHESIS 2

H 2: There is a relationship between perceptions values towards advertisement content
H 0: There is no relationship between audience emotions towards advertisement content

2.7.3 HYPOTHESIS 3

H 3: There is a relationship between audience emotions towards advertisement content
H 0: There is no relationship between audience emotions towards advertisement content

2.7.4 HYPOTHESIS 4

H 4: There is a relationship between audience emotions towards advertisement content
H 0: There is no relationship between audience emotions towards advertisement content

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