The Influence of Emotional Marketing on Consumer Decision-Making in the Context of Electric Vehicle Advertising

Abstract

This research explores the impact of emotional marketing on consumer decision-making in the context of electric vehicle (EV) advertising. As environmental concerns and technological advancements become key factors influencing consumer behavior, emotional appeals in advertising have gained significant traction. This study examines how emotional marketing strategies, particularly those focusing on sustainability, technological innovation, and social responsibility, shape consumer attitudes and purchase intentions towards EVs. Through an analysis of advertising campaigns, consumer surveys, and interviews, the research reveals that emotional appeals, especially those tied to environmental values, enhance consumer engagement and positively influence decision-making processes. Additionally, the study finds that demographic factors, such as age and environmental consciousness, significantly moderate the effectiveness of these emotional messages, with younger consumers responding more strongly to innovation-driven appeals and older consumers favoring sustainability-oriented messages. The findings suggest that emotional marketing is a powerful tool in the electric vehicle sector, helping brands differentiate themselves and foster long-term consumer loyalty. Based on these results, recommendations are made for EV brands to refine their marketing strategies by tailoring emotional appeals to specific consumer segments and leveraging digital platforms to maximize engagement.