The impact of rational, emotional, and physiological advertising images on purchase intention: How TV ads influence brand memory

Academic theory and practitioner-performance metrics both focus on consumer recall and recognition of advertising content.


  • Visual advertising appeals affect consumers’ future purchase intention.
  • Images associated with emotional and physiological appeals lead to greater consumer purchase intention; images associated with rational appeals do not.
  • Higher levels of rational responses suppress the positive benefits of emotionally and physiologically based responses on purchase intention.
  • The positive association between emotional and physiological responses, on the one hand, and purchase intention, on the other, remain when rational responses are lower.


People rarely make decisions using only information available at the point of purchase, so consumer purchase decisions almost always...

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