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Impact of Different Adver Tisement Appeals on Chinese Teenage Consumers’ Purchasing Behaviour

Shan Zhao


This research aimed to determine the impact of emotional, rational, sexual and humorous appeals on Chinese teenagers’ purchase decisions for fashion brands with consumer sentiments as moderator. The aim of the research is to provide insights about the effectiveness of type of advertisement appeals for the fashion companies. The study employs a quantitative approach to research to obtain the results. The quantitative data was analysed using descriptive statistics and inferential tests. The results clearly revealed that rational and humorous appeals have a positive influence on consumers’ purchase decision towards fashion products. Whereas the impact of emotional and sexual appeals was found to be insignificant.It is concluded that fashion brands in China would use rational and humorous appeals in ads of fashion brands.


Advertisement;Chinese Teenagers;Purchasing behavior

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[1] Belch, E.G., & Belch A.M. (2004). Advertising and promotion: an integrated marketing communications perspective, McGraw-Hill/Irwin

[2] Belch, J. (2015). Sexual Content And Advertising Effectivenes. Journal of Consumer Research, 8(7), 116-198.

DOI: http://dx.doi.org/10.18686/ahe.v8i2.13054