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

被引：0

作者：

Ladeira, Wagner ^{[1
,2
]}

Gandolfi, Peterson Elizandro ^{[3
]}

Tana, Warlei ^{[4
]}

Goncalves, Carlos Alberto ^{[5
]}

Bertarini, Pedro Luiz Lima ^{[6
]}

Santini, Fernando de Oliveira ^{[1
,2
]}

Azhar, Mohd ^{[2
]}

do Amaral, Laurence Rodrigues ^{[7
]}

Gomes, Matheus de Souza ^{[8
]}

机构：

[1] Univ Vale Rio Dos Sinos UNISINOS, Sch Business, Sao Leopoldo, Brazil

[2] Woxsen Univ, Sch Business, Hyderabad, India

[3] Univ Fed Uberlandia UFU, Postgrad Program Org Management, Patos De Minas, Brazil

[4] Patos De Minas Univ Ctr UNIPAM, Patos De Minas, Brazil

[5] Univ Fed Minas Gerais UFMG, Ctr Posgrad & Pesquisas Adm Cepead, Belo Horizonte, Brazil

[6] Univ Fed Uberlandia UFU, Fac Elect Engn, Patos De Minas, Brazil

[7] Univ Fed Uberlandia UFU, Fac Computat, Patos De Minas, Brazil

[8] Univ Fed Uberlandia UFU, Biotechnol Inst, Patos De Minas, Brazil

来源：

INTERNATIONAL JOURNAL OF CONSUMER STUDIES | 2024年 / 48卷 / 05期

关键词：

energetic and tense arousal; shelf attention; visual attention; visual product comparison; willingness to buy; EYE-TRACKING; GAZE BIAS; CONSUMERS; PLEASURE; ONLINE; PREFERENCES; INFORMATION; PERCEPTIONS; INFERENCES; CHOICE;

D O I：

10.1111/ijcs.13082

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页数：15