A Comparative Study of Emotional and Rational Advertising and their Influence on Consumer Buying Decisions of Fast-Moving Consumer Goods

Abstract

This study investigates the influence of emotional and rational advertising appeals on consumer purchasing decisions for Fast-Moving Consumer Goods (FMCGs) in Ghana, with particular attention to variations across age groups. A quantitative, descriptive-explanatory research design was employed, using structured questionnaires to collect primary data from 221 FMCG consumers in Ghana. Descriptive statistics, paired-samples t-tests, correlation, and ANOVA were used to analyse patterns, relationships, and differences in consumer responses. The findings indicate that consumers perceive both emotional and rational appeals positively, with emotional appeals slightly preferred. Rational appeals exerted a marginally stronger influence on actual purchase decisions, while age did not significantly affect responses, suggesting broad appeal across young and middle-aged consumers. The study concludes that both types of advertising are complementary, with rational appeals guiding purchase decisions and emotional appeals fostering engagement and brand loyalty. Marketers are recommended to integrate emotional and rational content in FMCG brands advertising campaigns and avoid strict age-based targeting, focusing instead on content that balances information with affective appeal.