Arousal As a Driving Force for Decision-Making - Empirical Results from Measuring Electrodermal Reactions at the Point-of-Sale

Titelangaben

Gröppel-Klein, Andrea ; Germelmann, Claas Christian ; Domke, Anja ; Woratschek, Herbert:
Arousal As a Driving Force for Decision-Making - Empirical Results from Measuring Electrodermal Reactions at the Point-of-Sale.
In: Advances in Consumer Research. Bd. 32 (2005) . - S. 429-430.
ISSN 0098-9258

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Abstract

Presents the authors' discussion of the studies they conducted concerning arousal as a driving force for decision-making. Definition of tonic arousal; Differences between non-buying and routinized decision-making with regard to frequency; Examination of the value-for-money ratio of computer hardware offers.