PENGARUH INDUKSI EMOSI TERHADAP KEPUTUSAN MEMBELI PRODUK

Authors

  • Yani Tri Wijayanti Dosen Prodi Ilmu Komunikasi UIN Sunan Kalijaga Yogyakarta)
  • Adib Ahmad UIN Sunan Kalijaga

Abstract

The aim of this study is to investigate the effects of induced positive and negative emotion on the risky buying product decision making. The authors hypothesize that participant with induced negative emotion was more taking risk when faced with risky buying product contrast with participant induced positive emotion. Participant were 132 people consist of high-school student, undergraduate student, and adult. The results showed that mean differences was not support the hypothese. Arguments of the research result were discussed.

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References

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Published

2014-04-01

Issue

Vol. 7 No. 1 (2014)

Section

Articles

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