Abstract
This article examines how product attractiveness in interaction with decision-making style influences purchase intentions. Participants in four different conditions rated their likelihood of buying an experiential product, showing that when using an emotional decision-making style condition, they have higher purchase intentions for the high attractive product than the low attractive product. A reverse effect was found when using a reasoned decision-making style. Moreover, these differences disappeared when included a cultural element, suggesting that collective mental group programming shapes learned ways to act in consumer fields at a higher level, including the decisional way to respond and approach perceived product characteristics. The inclusion of cultural factors with an adequate way to conceive the construct is discussed.
Original language | English |
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Pages (from-to) | 19-29 |
Journal | Journal of Consumer Marketing |
Volume | 35 |
Issue number | 1 |
DOIs | |
Publication status | Published - 2023 |
Keywords
- COGNITION
- Consumer decision-making
- EMOTION
- HEURISTICS
- IMPACT
- SELF
- THINKING
- VERTICAL INDIVIDUALISM
- consumer psychology
- emotional decision
- individualism and collectivism
- marketing
- reasoned decision