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The interaction of product attractiveness and decision-making style on consumer purchase intention: A cultural moderation perspective.
Soler-Argulano,Francisco Leonardo Zeelenberg,Marcel Dìaz-Loving,Rolando
Soler-Argulano,Francisco Leonardo
Zeelenberg,Marcel
Dìaz-Loving,Rolando
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.
Description
Funding Information: The first author thanks the Mexican Consejo Nacional de Ciencia y Tecnología for founding the research.
Date
2023
Journal Title
Journal ISSN
Volume Title
Publisher
Research Projects
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Journal Issue
Keywords
COGNITION, Consumer decision-making, EMOTION, HEURISTICS, IMPACT, SELF, THINKING, VERTICAL INDIVIDUALISM, consumer psychology, emotional decision, individualism and collectivism, marketing, reasoned decision
Citation
Soler-Argulano, F L, Zeelenberg, M & Dìaz-Loving, R 2023, 'The interaction of product attractiveness and decision-making style on consumer purchase intention : A cultural moderation perspective.', Journal of Consumer Marketing, vol. 35, no. 1, pp. 19-29. https://doi.org/10.1080/08961530.2021.2023829
License
info:eu-repo/semantics/openAccess