IMPACT OF ADVERTISING APPEALS ON IMPULSIVE PURCHASING FOR CONSUMER DURABLES IN WESTERN PROVINCE IN SRI LANKA

Abstract

Effective advertising influences attitudes toward brands and ultimately leads to purchase intentions (Goldsmith & Lafferty, 2002). Additionally, TV advertising not only changes emotions but also delivers significant messages exerting a far-reaching influence on people's daily lives (Kotwal et al., 2008). Furthermore, consumers may experience an urge to buy impulsively when visually encountering cues such as promotional incentives (Dholakia, 2000). Xu (2007) stated that store environments influence consumers' emotional states, which may further lead to impulse buying inside the store. Research goal is to examine the impact of advertising appeals on consumer impulsive buying behaviour towards consumer durable products in the Western Province of Sri Lanka, to provide recommendations on the application of advertising appeals. A quantitative study was conducted under this research using a survey method, and convenient sampling methods was employed. To test the hypothesis, the researcher used regression analysis techniques, identifying the impact of advertising appeals on impulsive purchasing for consumer durables in the Western Province of Sri Lanka, addressing the significance of each independent variable. Main findings of this research are advertising appeals exert a significantly positive influence on impulsive buying behaviour for consumer durables. Moral appeal demonstrates greater significance compared to rational and emotional appeals.