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Publication Detailed Description
Journal Title
Journal of Promotion Management
Year (definitive publication)
2014
Language
English
Country
United Kingdom
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Abstract
This study investigates the effect of virtual atmospheric cues on emotions and word-of-mouth and also analyzes the differences between the perceptions of male and female participants relative to the online environment. Questionnaires were given to students in higher education and senior university students. The main findings suggest that pleasure is the most effective emotion to lead to a positive word-of-mouth for both genders. Women are more willing to say positive words to others than men. Women are also more influenced by the delight and pleasure, whereas men are influenced only by pleasure
Acknowledgements
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Keywords
Online purchase; Pleasure; Arousal; Delight; Gender; Word-of-mouth
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Contributions to the Sustainable Development Goals of the United Nations
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