The impact of rational, emotional, and physiological advertising images on purchase intention: How TV ads influence brand memory

Academic theory and practitioner-performance metrics both focus on consumer recall and recognition of advertising content.


  • Visual advertising appeals affect consumers’ future purchase intention.
  • Images associated with emotional and physiological appeals lead to greater consumer purchase intention; images associated with rational appeals do not.
  • Higher levels of rational responses suppress the positive benefits of emotionally and physiologically based responses on purchase intention.