QSR brands could use physiological appeals in their TV ads to positively impact purchase intent

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 24, 2019, 10:25 AM UTC

590 QSR ads created for TV were tested with 59,000 participants over two years.

A Journal of Advertising Research studied the relationship between consumer’s emotional response to Quick Service Restaurant (QSR) ads and purchase intent. It found that QSR may be able to use “physiological appeals” to influence the viewer’s purchase intent. This would involve brands leveraging appeals based on sensory and behavioural imagery in TV ads.

The research highlights that physiological appeals have a positive impact on purchase intent. Respondents were queried about the ad’s memorability, how much they learnt from it, whether they felt hungry after watching it.

Researchers found that peak images that were related to emotional and physiological appeals led to greater purchase intent. This didn’t hold true for images associated with rational appeals. It was also found that higher levels of rational responses “supressed” the positive benefits that emotional and physiological appeals have on purchase intent.

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