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The Role Of Momentary And Sustained Emotional Arousal In Advertising-Influenced And Non-Influenced Purchasing Decisions

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  • Edina MOLNÁR

    (University of Debrecen, Hungary)

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.

Suggested Citation

  • Edina MOLNÁR, 2020. "The Role Of Momentary And Sustained Emotional Arousal In Advertising-Influenced And Non-Influenced Purchasing Decisions," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 1, pages 67-78, July.
    • Handle: RePEc:cmj:journl:y:2020:i:1:p:67-78
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    References listed on IDEAS

    as
    1. Marietta Kiss & Agnes Kotsis & Andras Istvan Kun, 2014. "The Relationship between Intelligence, Emotional Intelligence, Personality Styles and Academic Success," Business Education and Accreditation, The Institute for Business and Finance Research, vol. 6(2), pages 23-34.
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      More about this item

      Keywords

      Emotional Arousal; Advertising; Personality; Empathy; Personal Distress;
      All these keywords.

      JEL classification:

      • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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