Abstract

This research examines the often-overlooked role of negative emotional narratives in advertising, specifically how such emotions influence consumer-brand relationships. The primary goal is to assess the impact of negative emotional narratives in advertisements on brand perception, offering a fresh perspective on the strategic use of these emotions in the commercial sector. A comprehensive literature review examines the existing theories on emotions, the phenomenon of negative emotions, their impact on decision-making and other forms of communication between customers and brands, the overall role of emotions in advertising, and the deliberate leverage of negative emotions in social advertising. While there is significant research on emotional appeal in general, this study seeks to address a gap regarding the intentional use of negative emotions in commercial contexts. The study employs a quantitative approach, gathering primary data through an online questionnaire. The collected responses are analysed using linear regression, ANOVA, and correlation methods to measure participants' emotional reactions to selected ads. The analysis also examines the factors that drive these reactions, their subsequent impact on brand attitudes, and the likelihood of consumers engaging with them. The findings of this research offer valuable insights for marketers, enabling them to understand the potential benefits and risks associated with employing negative emotional storytelling. The recommendations include avoiding the deliberate use of emotions such as dislike, discontent, or embarrassment, which can lead to adverse consumer reactions. Instead, priming sadness is suggested as a way to create a more optimistic brand image and increase positive word-of-mouth. Worry, however, should be used with caution and include a relief factor by the end of the narrative.

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