Abstract

This article examines how product attractiveness in interaction with decision-making style influences purchase intentions. Participants in four different conditions rated their likelihood of buying an experiential product, showing that when using an emotional decision-making style condition, they have higher purchase intentions for the high attractive product than the low attractive product. A reverse effect was found when using a reasoned decision-making style. Moreover, these differences disappeared when included a cultural element, suggesting that collective mental group programming shapes learned ways to act in consumer fields at a higher level, including the decisional way to respond and approach perceived product characteristics. The inclusion of cultural factors with an adequate way to conceive the construct is discussed.

摘要

本文探讨了产品吸引力与决策风格相互作用如何影响购买意向。四种不同条件下的参与者评估了他们购买体验产品的可能性，表明在使用情绪决策风格条件时，他们对高吸引力产品的购买意愿高于低吸引力产品。当使用理性的决策风格时，发现了相反的效果。此外，当包含文化元素时，这些差异就消失了，这表明集体心理群体编程塑造了在更高层次上在消费者领域采取行动的学习方式，包括响应和接近感知产品特征的决策方式。讨论了文化因素的包含以及构想结构的适当方法。