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The generation of emotions for brand purchase intention

Abstract:

Humor as a resource of emotional persuasion, can create harmony and connection between the message of the brand and its audience. This exploratory research aims to identify the factors that generate intention to purchase products with high turnover, including the attitude to advertising and recall in an advertising audiovisual. We use causal analysis by modeling partial least squares structural equations, to identify the weights of the determinants of the model and estimate the purchase intention towards the brands. The attitude towards advertising obtained a weight of 15% and the memory of the brand 22.3%, which allows to have tentative results on which the intention of buying a brand is affected by the attitude towards the video generated by the perception of advertising audiovisual humor, as well as the memory and attitude towards the brand as prior knowledge in the audience. It is concluded that when creating a marketing campaign, the generation of emotions about the content of audiovisual advertising as the perception of humorous content per se, is not sufficient for there to be a favorable intention to purchase a brand.