TESTIMONIAL APPEALS AS A STRATEGY TO INFLUENCE CUSTOMER ATTITUDE

Advertising is a tactical instrument that may be used to impact the thoughts and feelings that consumers have about a product or service. It is used to establish a presence in society as well as to stimulate the reactions of customers. There are a lot of large companies that depend on ads to increase the sales of their firm and to develop meaningful relationships with the audience they are trying to reach. By using advertising appeals, which function as a kind of creativity to elicit a response from clients, an advertisement has the capacity to successfully send the intended message to its target audience. When one observes the feelings or reactions of consumers toward a certain brand or product, one might get insight into the attitudes of those customers. The demand for the goods or the sentiments consumers have about the product will determine whether a customer’s response is logical or emotional and whether the reaction is rational or emotional. Today’s marketers are more sensitive to the emotions of their consumers, as opposed to concentrating only on meeting their clients’ practical requirements. In the paper, the authors explain how advertisers and marketers are use advertising appeals as a tool to exert control over the actions of customers. To get an understanding of the influence that advertising appeals have on the attitude of customers, which in turn has various consequences on the purchase intention of consumers, a conceptual model has been developed. The findings of the study provide light on the ways in which consumers think about, feel about, or immerse themselves in an advertising. This has an effect on the respondents’ attitudes and favorably influences their intentions to make a purchase. This research study not only bestows benefits on the attitude of customers, but it also provides lucrative insights to advertising practitioners about the advertising appeals of communication and enables academicians to develop different theories showcasing the relationship between emotional and rational appeal on customers’ cognitions and affections. Understanding the sentiments and emotions of customers is a massive potential for marketers to develop new customer value, which can then be used to generate genuine competitive growth.