Presentation on my thesis which is on the topic "Strategy and effectiveness of advertisement on emotion, sentiment, and attitude of consumer buying behavior".

1. Strategy and Effectiveness of Advertisement
on emotion, sentiments and attitude of
consumer buying behaviour
Gaurav Singh
2013IPG-047
ABV- Indian Institute of Information Technology and Management Gwalior
Mentor: Prof. Rajendra Sahu and Dr. Manoj Dash

2. Introduction
• Ads that make people share and buy can usually be summed up in one word:
emotional.
• Studies show that people rely on emotions, rather than information, to make
brand decisions -- and that emotional responses to ads are more influential on a
person’s intent to buy than the content of an ad.
• Consumer’s attitudes are about an individual’s personal perception, feelings,
emotions, sentiment and belief towards advertisement.

3. • Emotions can be defined as complex psychological states. Emotions can be positive
or else negative and have a great impact on us. There are six basic emotions which
are universal. They are happiness, sadness, anger, fear, surprise, and disgust. When
we see any advertisement colour of the advertisement, logo, appeal will create
emotions.
• Sentiment is the mental attitude produced by feelings. It is a thought that has been
influenced by emotion. A sentiment allows the individual to convey his emotion
through expression.
• Attitude describes the way you act and react towards other people or situations. In
general, it is negatively connoted and means someone is in a bad mood. So when
you see an advertisement some feelings generated and based on those feelings we
react.

4. Objective
• To identify factors of emotion, attitude and sentiment through digital
advertisement.
• To verify using confirmatory factory analysis.
• To develop a structural model how emotion and sentiment in an
advertisement can change the attitude of consumer purchase decision.

5. Research Methodology
Identification of variables of emotion, sentiment and attitude based on literature
review.
Development of theoretical model.
Developing Questionnaire suitable for Exploratory factor analysis.
Finding out the factors from the variables using exploratory factor analysis.
Validating data using EFA.
EFA Steps:
1. Extraction
2. Rotation: Removing relationships that are shared by multiple factors.
3. Interpretation
Developing Questionnaire suitable for Exploratory factor analysis.
CFA to validate theoretical model.
SEM to create final model.

6. CITATIONS OF EMOTIONAL FACTORS:
FACTORS CITATIONS
Appeal Mai Ngoc Khuong and Vu Ngoc (2015), Maria Shahid, Atif Bilal and Faiza Majid (2015),
Nidhi Agrawal and Adam Duhachek (2016), Cenk Bulbul and Geeta Menon (2010), Kemp,bui and Chapa (2012)
Fear Mai Ngoc Khuong and Vu Ngoc (2015), Adam Duhachek (2016),
Ye lee, Valdesolo and Kassam (2014), Dustin Tingley (2011),
Hamburger and Knauff (2014), Sheremeta (2017)
Perception Ngoc Khuong and Vu Ngoc Bich Tram (2015), Hamburgerand Knauff (2014), Kajal Lahiri (2012)
Brand image Mai Ngoc Khuong and Vu Ngoc (2015), Kajal Lahiri (2012), Howard Combs (2017), McCarter and. Sheremeta (2017)
Regret Nidhi Agrawal and Adam Duhachek (2016), Dan Myers and Dustin Tingley (2011), McCarter and. Sheremeta (2017)
Guilt and hope Dan Myers and Dustin Tingley (2011) , Nidhi Agrawal and Adam Duhachek (2016), Howard Combs (2017)
Trust Dan Myers and Dustin Tingley (2011), McCarter and. Sheremeta (2017), Hamburgerand Knauff (2014)
Happiness Dustin Tingley (2011), Valdesolo and Kassam (2014), McCarter and. Sheremeta (2017)
Anxiety Dan Myers (2011), Wranke, Hamburgerand Knauff (2014), Cenk Bulbul and Geeta Menon (2010)
Anger Dan Myers and Dustin Tingley (2011), Kodra and Larguinat ( 2013), Howard Combs (2017)

7. CITATIONS OF SENTIMENT FACTORS:
FACTORS CITATIONS
Perception Kajal Lahiri and Yongchen Zhao (2012), Mohtarami (2012), Zili Li (2011), Ngoc Khuong and Vu
Ngoc Bich Tram (2015
Easy to operate Mohtarami, Hadi Lan, Phu Tran, and Tan (2012), Howard Combs (2017)
Expectations Kajal Lahiri (2012), Dan Myers and Dustin Tingley (2011) , Nidhi Agrawal and Adam Duhachek
(2016), Howard Combs (2017)
Regret Tran, and Tan (2012), Ngoc Khuong and Vu Ngoc Bich Tram (2015
Guilt Mohtarami, Hadi Lan (2012), Dustin Tingley (2011), Valdesolo and Kassam (2014), McCarter
and. Sheremeta (2017)
Trust, Sad Dan Myers and Dustin Tingley (2011), Howard Combs (2017)
Anger Tan (2012), Maria Shahid, Atif Bilal and Faiza Majid (2015),
Government Finances, Economic
Growth
Inflation , Interest Rate
July 2014, HIA Economics Research Note
Prices July 2014, HIA Economics Research Note

8. CITATIONS OF ATTITUDE FACTORS:
FACTORS CITATIONS
Informative Weerapat Raktham (2017), Sirion Chaipoopirutana, (2017) and Howard Combs (2017)
Perceived usefulness Sirion Chaipoopirutana, and Howard Combs (2017), Kajal Lahiri (2012)
Pleasure/hedonism Weerapat Raktham, (2017), Dustin Tingley (2011), Valdesolo and Kassam (2014)
Credibility Howard Combs (2017), Maria Shahid, Atif Bilal and Faiza Majid (2015), Muhammad Bilal Naeem (2011)
Entertainment Sirion Chaipoopirutana (2017), Weerapat Raktham (2017), Muhammad Bilal Naeem (2011)
Advertisement Content Tan (2011), Dan Myers and Dustin Tingley (2011) , Nidhi Agrawal and Adam Duhachek (2016), Howard Combs (2017)
Emotional Feelings Phu Tran (2012), Tran, and Tan (2012), Valdesolo and Kassam (2014), Dustin Tingley (2011),
Hamburger and Knauff (2014), Sheremeta (2017)
Brand Name Mohtarami (2012), Mai Ngoc Khuong and Vu Ngoc (2015), Kajal Lahiri (2012), Howard Combs (2017), McCarter and.
Sheremeta (2017)
Color,visual perception Zili Li (2011) , Maria Shahid, Atif Bilal and Faiza Majid (2015), Tran, and Tan (2012
Group influence Muhammad Bilal Naeem (2011), Weerapat Raktham (2017)

9. Questionnaire and Data Collection
Questionnaire is classified in three sections.
 Section A: Personal Details
 Section B: Questions related to platform, product and decision style.
 Section C: In this section questions are classified in three parts.
1: Questions Related to emotional variables (statement based questions)
2: Questions Related to Sentiment variables (statement based questions)
3: Questions Related to Attitude variables (statement based questions)

10. Result of EFA
Reliability Statistics
Cronbach's Alpha N of Items
.926 27
Reliability Analysis:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .855
Bartlett's Test of
Sphericity
Approx. Chi-Square 5318.060
df 351
Sig. .000

15. CMIN/DF 2.938
GFI .913
AGFI .859
CFI .942
TLI .918
RMSEA .080
IFI .943
Model Fit Table:
Confirmatory Factor Analysis

17. Structural Equation Modeling: Hypothesis Testing
1. H1: Product Appeal has positive effect on Brand Suitability.
2. H2: Product Appeal has positive impact on the expectation.
3. H3: Product Appeal and Outside environment are positively related.
4. H4: Brand Suitability have positive effect on the users Advertisement in case of mobile.
5. H5: Brand Suitability has positive effect Social Environment.
6. H6: Expectation has positive effect on Advertisement.
7. H7: Outside environment has positive effect on Social Environment.
8. H8: Outside environment has positive impact on the Social Environment.
9. H9: Advertisement has positive effect on the Purchase Decision of new mobile.
10. H10: Social Environment has positive effect on the purchase Decision of new mobile.

20. Based on the standard regression weight and value obtained in the Hypothesis testing
1. From the results found that Product Appeal has positive effect on the Brand Suitability and its p value is significant.
2. From the results found that Product Appeal has positive effect on the Expectation and its p value is significant.
3. From the results found that Product appeal has positive effect on the outside environment and its p value is significant.
4. From the results we can see that Brand Suitability has positive effect on advertisement. P-value less than .05.
5. In results Outside environment and Social environment has positive value 0.045 and p-value 0.045.
6. In results Social environment and Purchase decision to buy mobile has positive value which is .195 and p- value is .013.
7. In results Advertisement and Purchase decision to buy mobile has positive value which is .213 and p- value is .038.

21. Final Model

22. Conclusion:
we finally found out emotion factor (Product Appeal) derive sentiment factor (Brand Suitability, Customer expectation, Outside
environment) and sentiment derive (Brand Suitability-> Advertisement, Outside environment-> Social environment) attitude.
Attitude derive customer purchase decision.
EMOTION
SENTIMENT
ATTITUDE

23. References
• [1] Mai Ngoc Khuong and Vu Ngoc Bich Tram (2015) “The Effects of
Emotional Marketing on Consumer Product Perception, Brand Awareness
and Purchase Decision: A Study in Ho Chi Minh City, Vietnam” Journal of
Economics, Business and Management, Vol. 3, No. 5, May 2015.
• [2] Gitanjali, Kalia and Dr.Ashutosh Mishra (2016), Effects of Advertising on
Consumers , e-ISSN: 2279-0837, p-ISSN: 2279-0845.
• [3] Maria Shahid, Atif Bilal and Faiza Majid (2015), Get Your Advertisement
Noticed; Impact of Emotional Advertisement on Consumer Buying Intention
in the Presence of Consumer EmotionManagement, ISSN 2277-2502 Vol.
5(1), 43-47, January (2016) Res.J.Recent Sci.

24. References
• [4]Chethana Achar1, Jane So1, Nidhi Agrawal1 and Adam Duhachek (2016),
What we feel and why we buy: the influence of emotions on consumer
decision-making, ScienceDirect.
• [5] Patti Williams(2000), The impact of emotional advertising appeals On
consumer implicit and explicit memory: An accessibility/diagnosticity
perspective.
• [6] Dr. Abdul Ghafoor Awan, Muhammad Ismail, Captain Fauzia Majeed
(2016), Effects of Advertisement on Consumer’s Buying Behaviour with
References to fmcgs in Southern Punjab-Pakistan.