Interakcyjny wpływ stanu emocjonalnego decydenta ipłynności przetwarzania ceny na preferencjęwzględem produktu

Piotr Gaczek

Abstract

The purpose of this paper is to describe the interaction of emotions and processing fluency in the context of consumer behaviour. Research results indicate that consistency may occur between the buyer’s emotional state and the emotional dimension of the product. The compatibility between these variables leads to a more favourable attitude towards the product, while its lack reduces preference. An experiment was conducted to test whether an interaction between the emotional consistency and the price processing fluency occurs. It was assumed that the consistency of emotions and product information has a stronger impact on attitudes in the situation of high processing fluency (caused by the presentation of the round price). Due to the observations of other researchers showing that the fluency of price processing increases the preferences for the product, it was also expected that the price fluency would be perceived as more attractive. The results of the experiment confirm the impact of the price processing fluency on its perceived attractiveness. However, it was observed that the interaction between emotions, product presentation and price fluency is ambiguous, and consistency does not al-ways lead to more favourable attitudes
Author Piotr Gaczek (WZ / KSM)
Piotr Gaczek,,
- Department of Marketing Strategies
Other language title versionsThe Impact of Affective State and Price Processing Fluencyon Preference Towards the Product
Journal seriesPrzedsiębiorczość i Zarządzanie, ISSN 1733-2486, e-ISSN 2543-8190, (0 pkt)
Issue year2019
VolXX
No6, cz. 2
Pages69-81
Publication size in sheets0.6
Keywords in Polishemocje, podejmowanie decyzji, spójność afektywna, płynność przetwarzania ceny, płynność przetwarzania, preferencje, płynność preferencji
Keywords in Englishemotions, decision-making, affective consistency, price processing fluency, preferences, preference fluenc
URL http://piz.san.edu.pl/docs/e-XX-6-2.pdf
Languagepl polski
Score (nominal)5
Score sourcejournalList
ScoreMinisterial score = 5.0, 14-04-2020, ArticleFromJournal
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Tytuł numeruZmiany w myśleniu marketingowym
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