Effects of Media Formats on Emotions and Impulse Buying Intent

Abstract

One way of generating revenue from broadband media content rests upon the assumption that multi-media content may trigger a greater intent to buy products and services impulsively. An experiment was performed in order to explore the effects of media formats on the emotions and impulse buying intentions for music compact discs (CDs). Three distinct media formats of World Wide Web pages were set up: (1) the text of the lyrics, (2) still images from the song's music video and (3) the music video itself. Each had a varying degree of visual/ verbal intensity while simultaneously playing the soundtrack in all three conditions. The results of this study indicate that displaying the text of the lyrics had a greater effect on the impulse buying intent than showing still images of the music video. In addition, different media formats caused emotional responses that can explain the participant's impulse buying intent to buy the CD. Unexpectedly, the still images and video did not necessarily generate more buying intention than combinations of the text and music. Therefore, it is recommended that electronic commerce and marketing managers explore innovative ways of integrating visual and verbal media formats for eliciting an effective consumer response. emotions and impulse buying behaviour of the viewer/ listener/surfer (Adelaar and Van Vliet

Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior

“…Research has also noted that impulse buying is characterized by the impulsiveness with which a consumer acts. For example, Adelaar, Chang, Lancendorfer, Lee, & Morimoto (2003) confirmed that people who tend to be impulsive have a greater susceptibility to purchase items on impulse.…”

“…Although impulse behavior is preceded by a consumer's intent to buy impetuously, environment cues such as the channel can enhance acting on impulse (Adelaar et al, 2003;Drossos, Kokkinaki, Giaglis, & Fouskas, 2014). The very nature of mobile devices can create in consumers an urge to buy impulsively.…”

A Comparison of Three Interactive Television AD Formats

“…Attention also could be measured through pupil dilation (Brasel and Gips 2008) and arousal by skin conductance (MacInnis, Moorman, and Jaworski 1991). Mood influences impulse shopping (Adelaar et al 2003), and by including measures of mood and automatic affective responses, such as facial EMG (Ravaja 2004), researchers may find that iTV ads alter brand evaluations through a pure affect-transfer process (e.g., Zajonc 1968; this effect is less likely for high-elaboration processing, Petty et al 1993).…”

Effects of Zero Moment of Truth on consumer buying decision: An exploratory research in Turkey

“…Adelaar (2003) further notes on this dimension saying that, considering Stern's four categories of impulse buying, suggestion impulse buying is the relevant one in an on-line media environment since it enables consumers to seek additional information and eventually to buy items directly online or off-line. An on-line environment can provide an appropriate venue for acting upon the buying impulse.…”