Television being the most prominent and powerful means of communicating the promotional message, due efforts are taken by marketers to communicate the message effectively. However, many leading organizations do not take efforts to understand the consumer psychic and viewpoint of the receiver. An...

Previous literature has highlighted the attitude of millennials towards online advertising, but research on the influence of affective appeals in traditional advertisements of consumer durable goods on millennials is substantially less. Therefore, the authors desired to explore the identified...