Percorrer por autor "Scheel, Benedict Jamaal"
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- Can emotional communication sell FMCG products? : the influence of emotional communication on consumer purchase intent in FMCG productsPublication . Scheel, Benedict Jamaal; Romeiro, PauloThis research examines the effectiveness of emotional versus rational branding / communication strategies in influencing purchase intent in the FMCG sector. It further investigates the moderating roles of emotional intelligence and generational differences (Gen X and Gen Z). A survey was conducted using a 1 (purchase intent) x 2 (rational vs. emotional ad) design with participants being exposed to either an emotional or rational advertisement. The results show no significant differences in purchase intent between the two branding approaches, nor did emotional intelligence or differences in generations significantly moderate this relationship. These findings suggest that FMCG products, such as pasta, may be purchased based more on habitual or rational factors than emotional appeal. Limitations, including a small sample size and limited differentiation between stimuli, may have affected the outcomes. For future research, it is recommended that other product categories be explored and methodologies refined to better understand the impact of branding strategies on consumer behavior.