A STUDY ON EFFECT OF HUMOROUS ADVERTISEMENT ON CONSUMER PURCHASE DECISION

Authors

  • Lea Tony B.Com Final Year Students, Department of Commerce & Management,, Amrita School of Arts and Sciences, Kochi, Amrita Vishwavidyapeetham, India Author
  • Malavika C Warriar B.Com Final Year Students, Department of Commerce & Management,, Amrita School of Arts and Sciences, Kochi, Amrita Vishwavidyapeetham, India Author
  • Malavika Jayaraj B.Com Final Year Students, Department of Commerce & Management,, Amrita School of Arts and Sciences, Kochi, Amrita Vishwavidyapeetham, India Author

DOI:

https://doi.org/10.61841/r56tqn07

Keywords:

Humorous advertisement, Recalling power, Consumer Purchase Decision

Abstract

In order to increase the sales of the product and face competition from similar products, the product is to be equipped to grab the attention of the consumers, persuade them to buy the product, and retain the loyalty of the customers. Advertising plays a major role in grabbing the attention of consumers. Attractive attributes used in advertisements increase the magnitude of grabbing attention. Humor as an appeal in advertisements is used by many advertisers and businessmen to boost their sales. The present study was aimed at finding the impact of humorous advertisements on the consumer purchase decision by selecting some advertisements with special reference to confectionery. Primary data was collected by employing a questionnaire that was prepared in Google Forms and sent to people for their response. The study gave a good insight about the effect of humor in advertisements and how it influenced the consumer purchase decision. 

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References

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Published

31.05.2020

Issue

Vol. 24 No. 3 (2020): 24 (3) 2020

Section

Articles

License

Copyright (c) 2020 AUTHOR

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How to Cite

Tony, L., C Warriar, M., & Jayaraj, M. (2020). A STUDY ON EFFECT OF HUMOROUS ADVERTISEMENT ON CONSUMER PURCHASE DECISION. International Journal of Psychosocial Rehabilitation, 24(3), 4189-4197. https://doi.org/10.61841/r56tqn07