Advertisers frequently use emotional appeals to advertise their products and services rather than rational appeals because:
A)consumers' motives for purchase decisions are often rational in nature
B)consumers' feelings about a brand can be more important than their knowledge of its features or attributes
C)emotional appeals to consumers often are less effective when brands are similar
D)emotional appeals are often less exciting and interesting than rational appeals
E)emotional appeals cannot help differentiate brands that consumers view as somewhat homogenous

Question

Quizplus · Accepted Answer

Consumers' feelings and emotions play a significant role in their purchase decisions. Emotional appeals help advertisers connect with consumers on a deeper level and create a more lasting impression, thereby building a stronger brand. Consumers may remember how a brand made them feel rather than the factual information about its features or attributes.

Advertisers Frequently Use Emotional Appeals to Advertise Their Products and Services