The interaction of product attractiveness and decision-making style on consumer purchase intention: A cultural moderation perspective.

Francisco Leonardo Soler-Argulano*, Marcel Zeelenberg, Rolando Dìaz-Loving

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

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 languageEnglish
Number of pages11
JournalJournal of Consumer Marketing
DOIs
Publication statusE-pub ahead of print - 2022

Keywords

  • COGNITION
  • Consumer decision-making
  • EMOTION
  • HEURISTICS
  • IMPACT
  • SELF
  • THINKING
  • VERTICAL INDIVIDUALISM
  • consumer psychology
  • emotional decision
  • individualism and collectivism
  • marketing
  • reasoned decision

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