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

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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Bibliographic Details
Main Author: Edina MOLNÁR
Format: Article
Language:English
Published: Romanian Foundation for Business Intelligence 2020-06-01
Series:Cross-Cultural Management Journal
Subjects:
emotional arousal
advertising
personality
emphaty
personal distress
Online Access: http://seaopenresearch.eu/Journals/articles/CMJ2020_I1_8.pdf

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