Title: Influence of advertisement's controversial element and emotional appeal on customer intention to buy

Authors: Prabha Kiran; Jayanta Banerjee; M. Vasudevan; S.V. Krishna Kishore

Addresses: Westminster International University in Tashkent, 12 Istikbol Street, Tashkent 100047, Uzbekistan ' College of Business, City University Ajman, UAE ' Christ University, Hosur Road, Near Diary Circle Bangalore, Karnataka, 560029, India ' Christ University, Hosur Road, Near Diary Circle Bangalore, Karnataka, 560029, India

Abstract: This paper studies the influence of an advertisement's controversial element and emotional appeal on the customer intention to buy. The research paper is both exploratory and conclusive. S-O-R model was used for the study. Convenience sampling was used to draw a sample of 264 respondents. The data were tested for reliability, correlation and regression. The advertisement's controversial element and emotional appeal significantly influence the customer's intention to buy. The controversial element and the emotional appeal are positively correlated with the customer intention to buy. The research was done within a limited time and resources. The future research paper can include more moderators in the research model. The research paper provides a better understanding of the emotional appeal and the controversial element of an advertisement on customer intention to buy.

Keywords: controversial element; emotional appeal; customer intention to buy.

DOI: 10.1504/IJBG.2025.144861

International Journal of Business and Globalisation, 2025 Vol.39 No.3/4, pp.415 - 441

Received: 02 Jun 2021
Accepted: 19 Sep 2021
Published online: 06 Mar 2025 *

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