THE ROLE OF THE HIGH EMOTIONAL AROUSAL LEVEL IN PURCHASING DECISIONS CAUSED BY ADVERTISEMENTS

Edina Molnár
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Edina Molnár: University of Debrecen, Hungary

SEA - Practical Application of Science, 2020, issue 23, 235-241

Abstract: The ability to empathize is essential to everyday life, and one cannot interpret simple movements without empathy. It is essential in healing, teaching, and even modern societies rely on it for commercials or films. For individuals who consider advertising important, does the seemingly high arousal of personal distress or empathic anxiety appear to be the effect of the situation, or can it be considered a stable personality trait that usually represents a response in situations requiring empathy? Is there a difference in the above categories between individuals who, according to their own admission, tend to buy through advertising and those who do not feel the effectiveness of advertising in their purchasing decisions? To answer these questions, the applied research tools are valid psychological tests, the methods are correlational and T-test measurements. The results: in the comparison of the two groups, those who consider advertisement important are more polite, control their emotions less and want to satisfy social expectations less.

Keywords: Empathy; Anxiety; Personality; Purchasing Decision; Emotional Arousal (search for similar items in EconPapers)
JEL-codes: D83 (search for similar items in EconPapers)
Date: 2020
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