This study examines children's involvement in purchasing decisions, focusing on children aged 8 to 12 after viewing YouTube advertisements. The research explores the influence of two contrasting emotional appeals-fear and humor-on children's behavioral intentions. By analyzing 85 schoolchildren's reactions, the study employs a probabilistic approach using the LOGIT model to assess the likelihood of purchase decisions based on emotional responses. The findings aim to identify which emotional appeal has a greater effect on children's decision-making processes, highlighting the role of various factors in shaping their purchasing intentions. This research offers insights into the emotional impact of advertising on young audiences, contributing to understanding how different types of ads influence children's consumer behavior.
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DOI: 10.4018/979-8-3373-6450-6.ch006
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