Energetic and Tense Arousal as Drivers of Willingness to Buy: Mediating Effects of Visual Attention

IF 8.6 2区管理学 Q1 BUSINESS

International Journal of Consumer Studies Pub Date : 2024-08-20 DOI:10.1111/ijcs.13082

Wagner Ladeira, Peterson Elizandro Gandolfi, Warlei Tana, Carlos Alberto Gonçalves, Pedro Luiz Lima Bertarini, Fernando de Oliveira Santini, Mohd Azhar, Laurence Rodrigues do Amaral, Matheus de Souza Gomes

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引用次数: 0

Abstract

This research aims to analyze the effects of orthogonal arousal systems (energetic vs. tense) on willingness to buy. We conducted two experimental studies using eye-tracking technologies. This article introduces the measurement of arousal effects through visual cognitive processing. This approach demonstrates that energetic and tense arousal interferes with the gaze-cascade impact differently. The results indicate that energetic arousal generates a higher willingness to buy than tense arousal. Furthermore, the relationship between arousal and willingness to buy is mediated by shelf attention and visual product comparison. This study is significant for scholars and marketers as it demonstrates that consumers with high levels of energetic arousal can process more information and compare different products than consumers with high levels of tense arousal.

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活力和紧张唤醒是购买意愿的驱动因素：视觉注意力的中介效应

本研究旨在分析正交唤醒系统（活力与紧张）对购买意愿的影响。我们使用眼动跟踪技术进行了两项实验研究。本文介绍了通过视觉认知处理来测量唤醒效应的方法。这种方法表明，精力充沛的唤醒和紧张的唤醒对凝视级联影响的干扰是不同的。结果表明，精力充沛的唤醒比紧张的唤醒产生更高的购买意愿。此外，唤醒与购买意愿之间的关系受货架注意力和视觉产品比较的调节。这项研究对于学者和营销人员来说意义重大，因为它证明了高能量唤醒水平的消费者与高紧张唤醒水平的消费者相比，可以处理更多的信息并比较不同的产品。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Consumer Studies BUSINESS-

CiteScore

13.60

自引率

23.20%

发文量

119

期刊介绍： The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.