J. Basic. Appl. Sci. Res., 2(6)xxxx-xxxx, 2012 © 2012, TextRoad Publication ISSN 2090-4304 Journal of Basic and Applied Scientific Research www.textroad.com *Corresponding Author: Mahdi Khorvash, Department of Consoling and Psychology Islamic Azad University Khomeinishahr Branch, Daneshjou Blvd, Email: Irank.horvash@iaukhsh.ac.ir Evaluation of Role of Emotional Types on Decision Making towards Advertising among Students in Malaysia Mahdi Khorvash 1 , Mohammad Reza Iravani 2 , Seyed Esmael Mosavi 3 1,3 Department of Consoling and Psychology Islamic Azad University Khomeinishahr Branch, Daneshjou Blvd 2 Department of Social Work, Islamic Azad Islamic Azad University Khomeinishahr Branch, Daneshjou Blvd, Iran ABSTRACT Understanding role of the emotional types between students who are concerned in advertising is a crucial issue prior to starting any intervention programs. It may provide effect on all behaviors and change consumers' decision making. This study was conducted to examine the predictive relationship between emotional types and students decision making towards advertising in Malaysia. The study employed survey research involving the administration of two standardized psychological tests which were the PANAS Questionnaire and the 5 Phases Decision Making Questionnaire. A total of 375 students who were local people in Malaysia participated in this study. Data were analyzed using Pearson correlation and multiple regression analysis. Results showed that there was relationship between emotional types and students’ decision making towards advertising. Results also demonstrated that positive emotional types high significantly predicted the of students decision making towards advertising in Malaysia. KEY WORDS: Positive, Negative, Emotional Types, Decision making, advertising. INTRODUCTION Research on how role of the emotional types on consumer decision maing toward advertising has historically focused on the contrast between positive and negative emotional types that is, on the differential effect of emotional types that vary in valence. It is only recently that researchers began recognizing that emotional types of the same valence may exert different effect on consumer behaviour and decision making toward advertising. Damasio (1994) showed that role of the emotional types and feelings act as a gatekeeper to decisions, providing a bridge between the rational activity of the neo-cortex and the non-rational (limbic) functions of the sub-cortex. The apparatus of rationality, traditionally presumed to be neocortical, does not seem to work without that of biological regulation, traditionally presumed to be sub-cortical. His conclusion is that cognition is hard- wired via the emotions, and that feelings are therefore capable of impeding cognition and even driving decisions in the face of negative cognition. This is used to explain intuitive decision-making, which he believes arises from somatic markers – defined as emotions and feelings connected by learning to predict future outcomes of certain scenarios. A negative somatic marker associated with a particular outcome acts as a disincentive, but when a positive somatic marker is juxtaposed, it becomes a beacon of incentive. Margalit (2002) compared between positive and negative emotional types with neutral condition toward advertisement in a correlation study based on demographic. He determined emotional message toward advertisements also have an impact on every stage of decision based in life. Even young babies are influenced by emotional messages communicated through TV advertisements. He found positive emotion is a major factor in persuasive advertising that aims to change viewpoints, decisions and not simply to demonstrate the logical implications of data. Heath (2006) analyses emotional types and rational content toward 23 advertisements in the USA and 20 in the UK. Researcher then asked 200 people by questionnaire in each country for their responses towards advertisements. He found advertisements with high emotional content resulted in a significant positive change in attitude and decision. Based on the analysis of research literature on the cognitive aspect toward advertising impact, a survey of advertising impact on consumer behaviour was carried out by Jakštien, Susnien, and Narbutas (2008). The respondents’ age was distributed as follows: 16 to 29 years of age (48% of all respondents) and 30 to 49 years of age (52% of all respondents). The results revealed different emotional types. Some 68% of respondents thought that the product is introduced in a detailed way and contains a funny photograph to make it interesting. Only 32% of respondents named negative emotional types and stated that the advertisements irritated them as much as other advertisements, as similar products were advertised far too often and they were not interested in the adverts of such products. Furthermore, it can be concluded that if advertisement message evokes positive and negative emotional types, it can be prepared successfully to have an effect on decision making. They concluded