HYPERION ECONOMIC JOURNAL

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• Ligia Andrei, PhD Student, Affiliation: Doctoral School of Communication, Public Relations, and Advertising (SDCRPP), College of Political, Administrative and Communication Sciences, Cluj-Napoca, Romania;

This paper investigates the impact of positive and negative advertisements on consumers' emotional responses and purchasing behaviour. To explore this topic, I conducted a pilot study using electrocardiography to monitor the emotional reactions of a small group of subjects while they viewed a pre-determined set of advertisements. Our findings suggest that the emotional impact of positive and negative advertisements differs significantly. Positive advertisements are more likely to evoke positive emotional responses, whereas negative advertisements are more likely to elicit negative emotional responses. These results have important implications for companies seeking to develop effective marketing strategies that influence consumers' emotional responses and purchasing behaviour. By considering the emotional impact of advertising, companies can better understand the affective foundations of consumer decision-making utility. Although this study is limited to a small number of subjects, it serves as an example in a larger study on multiple subjects and contributes to the development of an electro-physiological approach to the impact of packaging on purchasing decisions. In conclusion, this study provides valuable insights into the role of emotions in the consumer decision-making process and the importance of advertising in shaping consumers' emotional responses.

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