EMOTIONAL APPEAL AND CONSUMER RESPONSES TO BEAUTY CARE ADVERTISEMENT IN RIVERS STATE.

Abstract

This study examined the relationship between emotional appeal and consumer responses to beauty care advertisement in Rivers State. Two objectives, two research question and two hypotheses were tested; the study adopted correlational survey research design. The study adopted correlational survey research design. The population of this study comprised of the customers of the sixteen (16) registered beauty care outlets in Rivers State. A total of 400 customers were used on the basis of .25 customers per outlet. Reliability analysis was performed on the data using the Cronbach Alpha coefficient and it stood at 0.98. The data collected for the study were analyzed through descriptive and inferential statistics. The multiple regression analysis was adopted; the findings revealed that both appeals had a significant effect on the consumer response. The results further suggested that humour appeal is more influential than fear appeal. This study concludes that emotional appeal significantly relates with consumer responses to beauty care advertisement in Rivers State.  Based on the findings of the study, the recommends that beauty care managers should focus on emotional appeal to ensure that their companies address adequately consumer response and actions to enhance patronage.