DECOY EFFECT, COGNITIVE LOAD, AND POSITIVE EMOTION ON PURCHASE INTENTION: IPHONE 14 CASE STUDY

DECOY EFFECT, COGNITIVE LOAD, AND POSITIVE EMOTION ON PURCHASE INTENTION: IPHONE 14 CASE STUDY

Understanding the psychological factors influencing consumer behavior is a essential for enhancing purchase intention. This study examines the impact of positive emotion as a mediator between purchase intention and cognitive load or the decoy effect. Utilizing a quantitative methodology, data were c...

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Bibliographic Details
Main Authors: Farrell Ionwyn Eduardo, Nelly Nelly, Jonathan Kenny Juen, Lina Lina, Ratnawati Ratnawati
Format: Article
Language:English
Published: Widya Mandala Surabaya Catholic University,Faculty of Business 2025-06-01
Series:Research in Management and Accounting
Subjects:
consumer behavior
purchase intention
positive emotion
decoy effect; cognitive load
Online Access:https://journal.ukwms.ac.id/index.php/RIMA/article/view/7259
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