Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Affective Priming Technique in Advertising - An Empirical Study with Reference to Fast Moving Consumer Goods Sector

Author(s): N Meena Rani and Divya Nair

In this era where consumers are continuously exposed to media from different sources, an engaging advertisement can be a make or break affair for an organization to thrive in today’s world of cutthroat competition. The current generation’s preference for video content over static content emphasizes the increasing relevance of digital video advertising. Present young adults are voracious consumers of Fast-Moving Consumer Goods (FMCG) like chocolates and confectioneries, packaged snacks and soft drinks, and hence they are the focus of the present study. This study uses repeated measures design to compare types of appeal (rational vs. emotional with affective priming technique) on buying intention, memorability and impression of advertisement. With use of statistical tools like t test, ANCOVA and correlation, the study found that the type of appeal generally tends to have an impact on buying intention but this ceases to happen when there is a prior strong attitude towards the brand or product. The study also finds positive correlation between impression, memorability and buying intention after being exposed to emotional advertisements.

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