Emotional and rational advertising appeal on children’s wellbeing: assessing the moderating role of parental support

This study examines the impact of rational and emotional advertising appeals on children’s psychological prosperity. It also explored the moderating role of parental support in the relationship between advertising appeals and the psychological wellbeing of children. A quantitative research approach was used and data were collected from children 8 to 12 years, using the convenience sampling method. Findings suggest that the effect of rational and emotional advertising appeals on the children’s psychological wellbeing is significant. Furthermore, parental support moderates the relationship between advertising appeals and children’s wellbeing. The study contributes towards the comprehension of the reliance on emotional and rational advertising appeals while making unseen purchases in true letter and spirit for the growth of the economy in developing countries.