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Consumer Evaluation: Describing Construal-Level Theory And A Role Of Emotion On Human’S Thinking Processing Style, Junga Lee
Master's Theses
Based on emotion and construal level theory, this study examined the influence of emotion on consumer decision-making. Participants were induced into happy or sad moods by describing a past happy or sad life event. Then they were asked to read one of two smartphone advertisements. One advertisement emphasized only central features of smartphone, and the other one emphasized only secondary features. The dependent variables were participants’ attitudes toward the advertisements, purchase intention of the smartphone in the advertisement, and willingness to pay for the smartphone. Based on the connection between emotion and construal level, I predicted that due to their …