Purchase Intention Driven Model of Advertising Demands Stimulating Emotional Paths

Jingyi Zhu

doi:10.54254/2754-1169/2025.LD28421

Advances in Economics, Management and Political SciencesOpen access

Purchase Intention Driven Model of Advertising Demands Stimulating Emotional Paths

Research Article

Open Access

Purchase Intention Driven Model of Advertising Demands Stimulating Emotional Paths

Jingyi Zhu ^1*

¹ Nanchang University

^*Corresponding author: 5402123065@email.ncu.edu.cn

Published on 22 October 2025

AEMPS Vol.230

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-453-3

ISBN (Online): 978-1-80590-454-0

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Abstract

The value transformation of geographic scarcity marketing has received much attention in recent years; however, the internal mechanism of its impact on consumer purchase intention through differentiated emotional pathways still lacks systematic testing. This article aims to explore the direct impact of differentiated advertising appeals endorsed by geographical scarcity on consumer purchase intention. Specifically, the effects of egoistic appeals centered on stimulating a sense of showing off and altruistic appeals centered on evoking a sense of prosocial warmth were analyzed. Through controlled experiments, it was found that self-interested flaunting demands can significantly increase purchase intention, while altruistic prosocial demands can also significantly drive purchase intention. Based on this, this study suggests that companies design corresponding appeal strategies directly based on target market preferences. For identity-oriented consumers, conspicuous expressions are used, while for public welfare-oriented consumers, pro-social narratives are strengthened. Accurately targeting the target audience to maximize marketing efficiency. Moreover, the authenticity and uniqueness of products endowed by geographical scarcity effectively enhance the credibility and appeal of advertising appeals, providing an important theoretical basis and practical guidance for enterprises to build brand differentiation advantages and achieve sustainable development.

Keywords:

Geographical Scarcity, Advertising Appeal, Purchase Intention, Sense of Showing off, Pro Social Warmth

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References

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References

[1]. Zhou, Y., & Hua, V. (2017). Internet and Rural Household Entrepreneurship: An Empirical Analysis based on CFPS Data. Agricultural Technology and Economics, (05), 111-119.

[8]. Jones, N., & Hamby, A. (2023). It's Written on Your Face: How Emotional Variation in Super Bowl Advertisements Influences Ad Liking. Journal of Advertising, 1-10.

[10]. Schmidt, L., Bornschein, R. & Maier, E. (2020). The Effect of Privacy Choice in Cookie Notices on Consumers' Perceived Fairness of Frequent Price Changes. Psychology & Marketing, 37(9).

Cite this article

Zhu,J. (2025). Purchase Intention Driven Model of Advertising Demands Stimulating Emotional Paths. Advances in Economics, Management and Political Sciences,230,42-49.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Strategic Human Capital Management in the Era of AI

ISBN: 978-1-80590-453-3(Print) / 978-1-80590-454-0(Online)

Editor: Lukáš Vartiak, An Nguyen

Conference website: https://www.icftba.org/London.html

Conference date: 4 November 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.230

ISSN: 2754-1169(Print) / 2754-1177(Online)

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