Abstract

Studies have shown that exposure to advertisements tends to cause changes in the behaviour and purchase decisions of individuals. One strategy that advertisers use to influence purchase decisions is the employment of advertising appeals. Cosmetics companies particularly like to use emotional appeals to arouse consumer desire and purchase decisions. What is not certain, however, is whether emotional appeals in cosmetics advertisements really influence consumers to buy the products. Thus, this study sought to determine whether emotional appeals in cosmetics advertisements influences the purchase decisions of students in higher institutions in Niger State, Nigeria. The Elaboration Likelihood Model was used as the theoretical basis for the study. Triangulation, comprising Survey and Focus Group Discussion was adopted. For the Survey, a sample of 377 respondents was drawn from a population of 20,000 students while the Focus Group Discussion comprised two groups of 14 participants each. Findings revealed that students were influenced by the emotional appeals of cosmetics advertisements; they showed a positive understanding of cosmetics adverts; they perceived cosmetics adverts as educative, informative and entertaining; and they were influenced by the quality of the products.

Key Words: Influence, Emotional Appeals, Cosmetics Advertisements, Purchase Decisions.

Authors’ Bio

*Eserinune McCarty Mojaye, Ph.D. is a Professor in the Department of Mass Communication, National Open University of Nigeria, Abuja, Nigeria.

**Florence Ucheanya is a postgraduate student in the Department of Mass Communication, College of Information and Communication Technology, Kwara State University, Malete, Nigeria.

 ^JCMR Journal of Communication and Media Research, Vol. 11, No. 2, October 2019, pp. 83 - 93