Tüketicilerin duygusal ve rasyonel reklamlara karşı tepkisi

It is known that advertising is one of the most crucial elements contributing to any company's success regardless of its size, scale and position in the market. Advertising is an important means of communication for the company to send their message to their potential consumers. Whether or not their advertising message is successfully sent to the consumers, it depends on their chosen advertising appeals to convey the advertising message, which in turn has the power to entice the consumers and position the product/brand into their minds. This study aims to look at how emotional advertisements influence consumer response in comparison with rational advertisements towards two selected advertisements. Also, the thesis attempts to study the effect of gender differences in responses to emotional advertisements in particular. The data was collected from 123 respondents from a language center in Eskisehir city, Turkey with an instrument based on previous studies. In the study, to analyze the data, the paired-sample t-test and independent sample t-test were implemented. Key words: emotional appeals, rational appeals, gender differences, consumer response, rational advertisements, emotional advertisements