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- W1055682372 abstract "The prime objective of this paper is to shed light on incide ntal affect that consumers experience while making a purchase decision, though unknowingly. In psychological litera ture, to be specific, affect in broader sense has received ample attention, with “Schimmack and Crites (2005) l ocating 923 references to affect between 1960 and 1980 and 4,170 between 1980 and 2000” (Cohen, Pham and Andrade, 2006). But, incidental affect has not been treated with due importance. The data in this study ga thered from 60 respondents indicate that incidental affect plays a crucial role in influencing the decision of the consumers and can be further explored as a new avenue of IMC. Researches on subliminal advertisements have been conducted, but that even failed to evoke satisfactory results, evoking suspicion and criticism. In ac tuality, such studies have been conducted in laboratories mainly and results have been found to be toug h to be implemented. Bridging up this gap, the concerned study shows that incidental affect can be cult ivated to bloom as a promising tool of future IMC." @default.
- W1055682372 created "2016-06-24" @default.
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- W1055682372 date "2015-01-01" @default.
- W1055682372 modified "2023-09-27" @default.
- W1055682372 title "Affective Responses on Consumer Behavior: A New Perspective on IMC" @default.
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- W1055682372 doi "https://doi.org/10.2139/ssrn.2638635" @default.
- W1055682372 hasPublicationYear "2015" @default.
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