Arousal enhances herding tendencies when decision making

Abstract

This research examines how arousal enhances consumer tendencies to be influenced by the majority when decision making, also known as "herding." Physiological arousal was manipulated in three controlled experiments, using discrete choice decisions as the dependent variable. The results suggest that arousal enhances tendencies to choose more popular options and that deindividuation mediates the effect of arousal on choice. This research enriches our understanding of the theoretical relationship between arousal and consumer decision making, by suggesting that arousal increases herding. The practical relevance of our findings suggests that strategies to increase herding effects, such as "popular choice" stickers and social media metrics, may be enhanced by making the experience more arousing.

A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults

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Scarcity tactics in marketing: A meta-analysis of product scarcity effects on consumer purchase intentions

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The impact of emotions on shopping behavior during epidemic. What a business can do to protect customers

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