Affective Responses on Consumer Behavior: A New Perspective on IMC
Journal Title: International Journal of Interdisciplinary and Multidisciplinary Studies (IJIMS) - Year 2015, Vol 2, Issue 9
Abstract
The prime objective of this paper is to shed light on incidental affect that consumers experience while making a purchase decision, though unknowingly. In psychological literature, to be specific, affect in broader sense has received ample attention, with “Schimmack and Crites (2005) locating 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 gathered 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 actuality, such studies have been conducted in laboratories mainly and results have been found to be tough to be implemented. Bridging up this gap, the concerned study shows that incidental affect can be cultivated to bloom as a promising tool of future IMC.
Authors and Affiliations
Ratul Sur
Keywords
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