THE ROLE OF MOMENTARY AND SUSTAINED EMOTIONAL AROUSAL IN ADVERTISING-INFLUENCED AND NON-INFLUENCED PURCHASING DECISIONS
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...
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| Format: | Article |
| Language: | English |
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Romanian Foundation for Business Intelligence
2020-06-01
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| Series: | Cross-Cultural Management Journal |
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| Online Access: |
http://seaopenresearch.eu/Journals/articles/CMJ2020_I1_8.pdf
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