Emoce v reklamě a jejich vliv na rozhodování spotřebitelů

Abstract

This bachelor thesis focuses on emotions in advertising and their influence on consumer decision-making, specifically targeting young consumers aged 15–25. The primary objective is to compare the effectiveness of two opposing emotional appeals – humor and fear. A secondary objective is to analyze specific areas of effectiveness, such as memorability, purchase intent, and perception of the advertisement. The theoretical part defines the core concepts of advertising and emotions and characterizes the Czech advertising market. The analytical part is based on a quantitative method in the form of an online questionnaire; the collected data were cleaned and evaluated using a paired t-test in IBM SPSS Statistics. The research results indicate that the humor appeal dominated in terms of memorability and ad perception, whereas the fear appeal proved to be a more effective tool regarding purchase intent. Finally, the thesis provides specific recommendations and proposals for the effective use of these emotional appeals.