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...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Romanian Foundation for Business Intelligence
2020-06-01
|
| Series: | Cross-Cultural Management Journal |
| Subjects: | |
| Online Access: |
http://seaopenresearch.eu/Journals/articles/CMJ2020_I1_8.pdf
|
| _version_ | 1818777252004888576 |
|---|---|
| author | Edina MOLNÁR |
| author_facet | Edina MOLNÁR |
| author_sort | Edina MOLNÁR |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-18T11:25:52Z |
| format | Article |
| id | doaj.art-d0a8442f52974a48949c7d365a4a71d2 |
| institution | Directory Open Access Journal |
| issn | 2286-0452 |
| language | English |
| last_indexed | 2024-12-18T11:25:52Z |
| publishDate | 2020-06-01 |
| publisher | Romanian Foundation for Business Intelligence |
| record_format | Article |
| series | Cross-Cultural Management Journal |
| spelling | doaj.art-d0a8442f52974a48949c7d365a4a71d22022-12-21T21:09:42ZengRomanian Foundation for Business IntelligenceCross-Cultural Management Journal2286-04522020-06-01XXII16778cmj:y2020:i1:p67-78THE ROLE OF MOMENTARY AND SUSTAINED EMOTIONAL AROUSAL IN ADVERTISING-INFLUENCED AND NON-INFLUENCED PURCHASING DECISIONSEdina MOLNÁR0 University of Debrecen, Hungary 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. http://seaopenresearch.eu/Journals/articles/CMJ2020_I1_8.pdf emotional arousaladvertisingpersonalityemphatypersonal distress |
| spellingShingle | Edina MOLNÁR THE ROLE OF MOMENTARY AND SUSTAINED EMOTIONAL AROUSAL IN ADVERTISING-INFLUENCED AND NON-INFLUENCED PURCHASING DECISIONS Cross-Cultural Management Journal emotional arousal advertising personality emphaty personal distress |
| title | THE ROLE OF MOMENTARY AND SUSTAINED EMOTIONAL AROUSAL IN ADVERTISING-INFLUENCED AND NON-INFLUENCED PURCHASING DECISIONS |
| title_full | THE ROLE OF MOMENTARY AND SUSTAINED EMOTIONAL AROUSAL IN ADVERTISING-INFLUENCED AND NON-INFLUENCED PURCHASING DECISIONS |
| title_fullStr | THE ROLE OF MOMENTARY AND SUSTAINED EMOTIONAL AROUSAL IN ADVERTISING-INFLUENCED AND NON-INFLUENCED PURCHASING DECISIONS |
| title_full_unstemmed | THE ROLE OF MOMENTARY AND SUSTAINED EMOTIONAL AROUSAL IN ADVERTISING-INFLUENCED AND NON-INFLUENCED PURCHASING DECISIONS |
| title_short | THE ROLE OF MOMENTARY AND SUSTAINED EMOTIONAL AROUSAL IN ADVERTISING-INFLUENCED AND NON-INFLUENCED PURCHASING DECISIONS |
| title_sort | role of momentary and sustained emotional arousal in advertising influenced and non influenced purchasing decisions |
| topic | emotional arousal advertising personality emphaty personal distress |
| url |
http://seaopenresearch.eu/Journals/articles/CMJ2020_I1_8.pdf
|
| work_keys_str_mv | AT edinamolnar theroleofmomentaryandsustainedemotionalarousalinadvertisinginfluencedandnoninfluencedpurchasingdecisions AT edinamolnar roleofmomentaryandsustainedemotionalarousalinadvertisinginfluencedandnoninfluencedpurchasingdecisions |