JUDGMENTS AND DECISION MAKING IN CONSUMER BEHAVIOR: THE USE OF PSYCHOPHYSIOLOGICAL MEASURES TO INVESTIGATE EMOTIONS AND COGNITIVE RESPONSES
JUDGMENTS AND DECISION MAKING IN CONSUMER BEHAVIOR: THE USE OF PSYCHOPHYSIOLOGICAL MEASURES TO INVESTIGATE EMOTIONS AND COGNITIVE RESPONSES

Summary/Abstract: I draw on a substantial body of theoretical and empirical research on the use of psychopathological measures to investigate emotions and cognitive responses, and using data from eMarketer, HubSpot, MarketingCharts, MarketingSherpa, Nielsen, Supermarketnews, and Yes Lifecycle Marketing, I performed analyses and made estimates regarding top issues that make shopping more difficult, type of advertising channels consumers trust more when they want to make a purchase decision, factors that U.S. Internet users consider important when deciding whether to purchase from a brand’s marketing email, top sustainability purchasing drivers, and information sources used in purchase decisions.

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