THE ROLE OF MOMENTARY AND SUSTAINED EMOTIONAL AROUSAL IN ADVERTISING-INFLUENCED AND NON-INFLUENCED PURCHASING DECISIONS
THE ROLE OF MOMENTARY AND SUSTAINED EMOTIONAL AROUSAL IN ADVERTISING-INFLUENCED AND NON-INFLUENCED PURCHASING DECISIONS
Author(s): Edina MolnárSubject(s): Psychology, Business Economy / Management, Marketing / Advertising
Published by: Fundatia Română pentru Inteligenta Afacerii
Keywords: Emotional Arousal; Advertising; Personality; Empathy; Personal Distress;
Summary/Abstract: Today's trend in marketing research overlooks the role of lasting personality traits and momentary emotional influence in customer decision-making. This research seeks an answer to consumers who say they consider advertising to be an important factor in their purchasing decisions, and those who do not see advertising as a factor in their purchasing decisions, what kind of personality and compassion they have in their emotional attitudes. The research performed correlation calculations and t-tests involving 899 and 965 persons, completing a validated personality and empathy test. Comparing the two groups, those who consider advertising important are politer, less in control of their emotions, and less willing to meet social expectations.
Journal: Cross-Cultural Management Journal
- Issue Year: XXII/2020
- Issue No: 1
- Page Range: 67-78
- Page Count: 12
- Language: English