O impacto da propaganda de apelo emocional na atitude do consumidor jovem em relação à marca Mcdonald's

Abstract

The general objective of this research is to analyze the impact of emotional appeal advertising on young consumers' attitudes toward the McDonald's brand. To achieve this objective, a quantitative descriptive study was conducted through a review of theoretical references and the application of a survey for data collection purposes, in order to assess consumers' attitudes toward the fast-food products of the mentioned brand. The measurement was carried out using semantic differential scales to investigate the attitudes of the sample elements both before and after exposure to the advertisement. Subsequently, these data were analyzed using software such as Google Sheets and Jamovi. The results indicated that emotional appeal advertising was able to impact the attitudes of the studied sample toward the McDonald's brand, particularly concerning most of the scales used to measure the affective component, with subtle impacts also occurring on the cognitive and behavioral components. Furthermore, the data revealed that female respondents, as well as individuals aged between 18 and 21, were more susceptible to experiencing favorable changes in their attitudes toward the McDonald's brand after watching an emotionally appealing advertisement from the company.