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

ABSTRACT 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.

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Publication Details

Journal
International Journal of Consumer Studies
Published
2024-08-20
DOI
https://doi.org/10.1111/ijcs.13082
Citations
1
Primary Topic
Consumer Behavior in Brand Consumption and Identification
Type
article
Field-Weighted Citation Impact
0.44
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article

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

Laurence Rodrigues do Amaral, Peterson Elizandro Gandolfi, Mohd Azhar, Warlei Tana et al.
1 citations
International Journal of Consumer Studies
Consumer Behavior in Brand Consumption and Identification
0.44
article

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

Laurence Rodrigues do Amaral, Peterson Elizandro Gandolfi, Mohd Azhar, Warlei Tana, Wagner Júnior Ladeira, Pedro Luiz Lima Bertarini, Matheus de Souza Gomes, Carlos Alberto Gonçalves, Fernando de Oliveira Santini
article en
1 citations

Abstract

ABSTRACT 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.

International Journal of Consumer StudiesVol. 48(5)
Universidade Federal de Minas Gerais (BR), Woxsen School of Business (IN), Centro Universitário de Patos de Minas (BR), Universidade do Vale do Rio dos Sinos (BR), Universidade Federal de Uberlândia (BR)
Openalex Percentile: Top 28%
Consumer Behavior in Brand Consumption and Identification
0.44
DOIOpen Access PDFOpenAlex
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Energetic and Tense Arousal as Drivers of Willingness to Buy: Mediating Effects of Visual Attention — Laurence Rodrigues do Amaral, Peterson Elizandro Gandolfi, et al. · International Journal of Consumer Studies (2024) | TGRS Research Map | TGRS