Emotionality, Impulse buying and Hedonic Consumption: A research proposal on adoption of mobile services

Research output: Contribution to conferencePaperpeer-review

Abstract

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.
Original languageEnglish
Publication statusPublished - 2010
EventAcademy of Marketing - Coventry University, Coventry, United Kingdom
Duration: 6 Jul 20108 Jul 2010

Conference

ConferenceAcademy of Marketing
CountryUnited Kingdom
CityCoventry
Period6/07/108/07/10

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