The Impact of Visual Art and High Affective Arousal on Heuristic Decision-Making in Consumers.

ABSTRACT: In marketing, the use of visual-art-based designs on products or packaging crucially impacts consumers' decision-making when purchasing. While visual art in product packaging should be designed to induce consumer's favorable evaluations, it should not evoke excessive affective arousal, because this may lead to the depletion of consumer's cognitive resources. Thus, consumers may use heuristic decision-making and commit an inadvertent mistake while purchasing. Most existing studies on visual arts in marketing have focused on preference (i.e., affective valence) using subjective evaluations. To address this, we applied a neuroscientific measure, electroencephalogram (EEG) to increase experimental validity. Two successive tasks were designed to examine the effects of affective arousal and affe

SUBMITTER: Kim Y 

PROVIDER: S-EPMC7725691 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature