Fast-food restaurants have become an integral part of modern-day lifestyles due to
their convenience and affordability. However, as the industry has become more competitive,
it is becoming harder for any brand to stand out from the crowd in the marketplace. The
growing popularity of emotional marketing strategies has transformed how companies
interact with their target market, going beyond the transactional aspect of fast food
consumption to establish long-lasting relationships with customers, and marketers now
depend heavily on emotional appeals.

The study aims to investigate the influence of emotional appeals on consumers'
fast-food purchasing decisions. The study will explore the influence of emotions such as
happiness, sadness, humor, nostalgia, love, and belonging on consumers' purchasing
decision process in Jollibee Molino III and analyze the effectiveness of those emotional
appeals in fast-food marketing. The research methodology involves a survey questionnaire
distributed to a diverse group of fast-food consumers at Jollibee Molino III, followed by
statistical analysis to identify patterns and relationships between emotional appeals and the
consumers' purchasing decision process.

The findings of this study showed that emotions of happiness and love are the most
influential emotional appeal in fast-food advertisements at Jollibee Molino III. It also showed
that emotional appeals such as happiness, sadness, humor, nostalgia, love, and belonging
had a significant relationship with the consumers' purchasing decision processes but in a low
positive correlation. Researchers suggest Jollibee Molino III explores a wide range of
emotional appeals that specifically align with the stages of consumers' purchasing decisions. 

This undergraduate thesis investigates how emotional appeals—specifically happiness, sadness, humor, nostalgia, love, and belonging—affect consumer purchasing decisions in the context of Jollibee Molino III, a fast-food restaurant. Using survey data and statistical analysis, the researchers found that emotional appeals have a low but significant positive correlation with purchasing decisions, with happiness and love being the most influential. The study highlights the importance of emotional marketing in creating deeper consumer connections and recommends that fast-food brands tailor their emotional messaging to align with different stages of the customer decision-making process.

 

Paya, M. M. J. L., Payos, H. K. B., Reyes, R. J. D., Rotamola, R. R., Sabido, J. M. C., & Saez, R. R. (2022). The influence of emotional appeals on consumers’ purchasing decision in fast-food restaurant (Undergraduate thesis). Cavite State University – Bacoor City Campus.