Emotional Advertising and Impulsive Buying: A Study of Mediated Paths and Gender Moderation

Abstract

The present study investigates that emotional advertising is very a powerful way to influence the consumer behavior, especially the influences on the impulsive tendencies to buying. Nevertheless, the processes involved in this relationship, as well as the possible moderating effect of gender, are poorly studied. The aim of the study is to investigate how emotional advertising functions as a mediator and a moderator of gender in the impact of impulsive purchasing behavior. Using a structured questionnaire survey, the study targeted a group of young adult consumers and employed a quantitative research approach. There were 171 respondents in the convenience sample (76.2 women and 23.8 men). The associations between impulsive purchase behavior, buying intention, and emotional advertisements were investigated using correlation analysis. Multiple regression and mediation analyses were employed to test the direct and indirect effects (using Hayes' PROCESS Model 58). The influence of gender on the correlations was assessed using the moderation analysis. The findings reveal that emotional advertisements significantly predict buying intention, which in turn mediates the effect on impulsive buying behavior. Further, gender was discovered to mediate the magnitude of such mediating correspondences, with females being more emotional responsive to impulsive purchasing.