Aroean, L., 2010. Emotionality, impulse buying and hedonic consumption: A research proposal on adoption of mobile services. In: Academy of Marketing 2010 Conference, 6-8 July 2010, Coventry University Business School, England. (Unpublished)
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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)|
|Uncontrolled Keywords:||Emotionality Impulse Buying Hedonic Consumption|
|Subjects:||Technology > Business, Management and Marketing|
|Group:||Business School > Centre for Research in Management|
|Deposited By:||Dr. Lukman Aroean|
|Deposited On:||23 Jan 2012 14:59|
|Last Modified:||07 Mar 2013 15:52|
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