The Interaction of Product Attractiveness and Decision-Making Style on Consumer Purchase Intention: A Cultural Moderation Perspective

This article examines how product attractiveness in interaction with decision-making style influences purchase intentions. Participants four different conditions rated their likelihood of buying an experiential product, showing that when using emotional condition, they have higher intentions for the high attractive than low product. A reverse effect was found a reasoned style. Moreover, these differences disappeared included cultural element, suggesting collective mental group programming shapes learned ways to act consumer fields at level, including decisional way respond and approach perceived characteristics. The inclusion factors adequate conceive construct is discussed.