What is it about?
This study examines how emotions, particularly arousal and pleasure induced by food-product TV commercials, influence child consumers' purchase loyalty. Also, this study considers the roles of family communication patterns and endeavors to figure out how socio-oriented and concept-oriented communication between parents and children influences children's consumption behavior.
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Why is it important?
This study has significant theoretical and practical implications. The findings not only contribute to the theory of planned behavior by indicating emotion as a significant attitudinal element affecting purchase behavior but also they have crucial managerial implications for developing effective marketing communication strategies for young-consumer markets.
Perspectives
It was a great pleasure to participate in a research project related to children's consumption behavior and do a lot of hard work to publish an academic paper.
Farbod Fakhreddin
Read the Original
This page is a summary of: Influence of emotions on purchase loyalty among child consumers: the moderating role of family communication patterns, Journal of Marketing Analytics, January 2021, Springer Science + Business Media,
DOI: 10.1057/s41270-020-00095-3.
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