Annals of the University of Oradea: Economic Science (Jul 2020)
THE ROLE OF EMPATHY, ANXIETY AND PERSONALITY IN PURCHASING DECISIONS CAUSED BY ADVERTISING
Abstract
Today's trend in marketing research takes little into account the role of enduring personality traits and momentary emotional influence in customer decisions. This research is looking for an answer to the fact that consumers who, by their own admission, consider advertising to be an important factor in their purchasing decisions, the personality and the attitude of their emotional attitudes have the capacity to do so. The following results were given by filling out a valid personality and empathy test involving 965 people. Those who consider advertising to be important insecurity, shyness and vulnerability, as well as emotional instability, characterise individuals who feel uncomfortable and have anxious or live on the desire to help endangering themselves. In an empathy situation, elevated arousal causes high levels of anxiety, sometimes too much, but this is not only a momentary state, but these individuals are generally characterized by extreme emotional responses.
