Complex Stimuli and Effect of its Emotional Arousal on Consumer’s Purchase Decision
30 Pages Posted: 6 Feb 2020
Date Written: April 19, 2019
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: Suggested Citation