Complex Stimuli and Effect of its Emotional Arousal on Consumer’s Purchase Decision

30 Pages Posted: 6 Feb 2020

Date Written: April 19, 2019

Abstract

Consumer’s purchase decision is one of those few things that determine the success of a product or service and has attracted several types of research. But what arouses the consumers and how they process complex stimuli has not received the attention it deserves, which prompted the current study. The current study shows that respondents, when exposed to complex stimuli, show excitement as evident from their electro-dermal activity, compared to those who saw a simple stimulus. It also indicates that complex stimuli are judged on the basis of effective feelings, while simple stimuli are judged on the basis of cognitive capacities. But purchase decision is facilitated more by simple stimuli which carries a simple but positive emotion and is processed better .Complex stimuli is processed in varied ways, leading to varied interpretations, which do not support a purchase decision.

Keywords: emotions, decision-making, physiological arousal, electro-dermal activity

JEL Classification: M30, M31, M37

Suggested Citation

Samanta, Pradip Kumar and Sur, Ratul, Complex Stimuli and Effect of its Emotional Arousal on Consumer’s Purchase Decision (April 19, 2019). Available at SSRN: https://ssrn.com/abstract=3519094 or http://dx.doi.org/10.2139/ssrn.3519094

Pradip Kumar Samanta

University of Kalyani ( email )

University Of Kalyani
Kalyani
West Bengal, 741235
India
7001469507 (Phone)

Ratul Sur (Contact Author)

University of Kalyani ( email )

Ghoshpara
Kalyani
Kolkata, WI West Bengal 741235
India
9433010765 (Phone)
741235 (Fax)

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