Exploring The Mediating Role of Emotional Advertising in The Relationship Between Consumer Decision Styles and Oat Milk Purchase Intention in Indonesia

Abstract

Increasing business competition encourages companies to implement advertising strategies that effectively attract consumer attention and influence purchasing decisions. One widely used approach is emotional advertising, which aims to evoke consumers’ emotional responses and enhance purchase intention. This study examines the effect of Consumer Style Inventory (CSI) on Purchase Intention (PI) by considering the mediating roles of Emotional Appeal (EA) and Consumer Attitudes (CA). A quantitative research approach was employed using a survey method. Data were collected from 642 respondents who had been exposed to the advertisement of the selected product and were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that Consumer Style Inventory has a positive and significant effect on Purchase Intention and Emotional Appeal. Emotional Appeal positively and significantly affects Consumer Attitudes, while Consumer Attitudes positively and significantly influence Purchase Intention. These findings suggest that the effectiveness of emotional advertising in enhancing purchase intention is influenced by consumers’ decision-making styles and its ability to foster positive attitudes toward the brand. This study contributes to the literature on consumer behavior and emotional advertising while providing practical implications for companies in designing more effective marketing communication strategies.