The impact of negative emotions on product purchase decisions: a study of watch design
Abstract This study examines how emotional valence (positive and negative) impacts consumer purchasing decisions through wristwatch design, using visual geometric elements. By employing ERPs (Event-Related Potentials) neurophysiological measurements, the study objectively evaluates consumer emotiona...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
BMC
2025-04-01
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| Series: | BMC Psychology |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s40359-025-02775-0 |
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