Emotionality, Impulse buying and Hedonic Consumption: A research proposal on adoption of mobile services

Aroean, Lukman (2010) Emotionality, Impulse buying and Hedonic Consumption: A research proposal on adoption of mobile services. In: Academy of Marketing, 2010-07-06 - 2010-07-08, Coventry University.

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Abstract

In modern market, mobile services have placed a strong foothold and received such an acceptance from society. Hedonic consumption and impulse buying are two important consumer constructs and theoretically relevant and interesting to be investigated in the context of the globally thriving mobile services. As within the context of adoption of mobile services their relationship with individual emotionality has received insufficient attention, the paper proposes a research project on the relationship between hedonism, impulsiveness, product involvement, and emotionality. A research model and a number of propositions are identified.

Item Type:	Conference or Workshop Item (Paper)
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing
Depositing User:	LivePure Connector
Date Deposited:	27 Nov 2019 01:23
Last Modified:	24 Sep 2024 07:22
URI:	https://ueaeprints.uea.ac.uk/id/eprint/73017
DOI:

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