| Summary: | 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.
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