Arousal As a Driving Force For Decision-Makingcempirical Results From Measuring Electrodermal Reactions At the Point-Of-Sale

Andrea Groeppel-Klein, European University B Viadrina
Christian Germelmann, European University B Viadrina
Anja Domke, European University B Viadrina
Herbert Woratschek, University of Bayreuth
EXTENDED ABSTRACT - For more than 40 years, cognitive approaches to the analysis of problem-solving in buying decisions were the dominant paradigm. Thus, for the most part, the four main problem-solving types (extensive, limited, routinized, and impulse buying behavior) were characterized by the cognitive effort associated with them. However, in recent years, new research streams have shifted the focus to affective processes involved in buying decisions. In spite of this Aemotional turn@, the authors are not aware of any studies comparing the arousal between the four different types of problem-solving.
[ to cite ]:
Andrea Groeppel-Klein, Christian Germelmann, Anja Domke, and Herbert Woratschek (2005) ,"Arousal As a Driving Force For Decision-Makingcempirical Results From Measuring Electrodermal Reactions At the Point-Of-Sale", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 429-430.