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Effect of emotional brand communication on buying behavior
The chart documents how strongly emotional advertising influences purchase decisions among sport-interested audiences in Germany. Five subgroups are compared: people interested in sport overall, and fans of soccer, basketball, volleyball, and golf specifically.
Across all groups, the combined share of "rather strong" and "very strong" influence varies considerably. Among the general sport-interested audience, 43% report a strong or very strong influence. Soccer fans sit at a similar level with 43%. The picture shifts for the sport-specific groups: basketball fans reach 55%, volleyball fans 56%, and golf fans 61%. The share reporting no influence at all is highest among soccer fans at 21% and among the general sport-interested group at 20%. For golf fans, that figure stands at 10%. At the other end of the scale, 21% of golf fans report "very strong" influence — compared to 11% among the general sport-interested audience and 12% among soccer fans.
Source
Source
ONE8Y
Survey period
Survey period
11/10/2025 - 11/11/2025
Survey country
Survey country
Germany
Sample
Sample
n=1,116 people interested in sport (top 2 on 4-point scale), n=930 people interested in soccer (top 2 on 4-point scale), n=578 people interested in basketball (top 2 on 4-point scale), n=435 people interested in volleyball (top 2 on 4-point scale) and n=245 people interested in golf (top 2 on 4-point scale)
Question
Question
How strongly does emotional advertising influence your purchase decision?