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Author(s): Zdenka Kádeková, Jana Rybanská, Ľudmila Nagyová, Ingrida Košičiarová, Mária Holienčinová

Title: Consumer‘s Temperament as Determining Factor in Perception of Emotional Content of Advertisement

Source: International Scientific Days 2018 :: Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems :: Proceedings

ISBN: 978-80-7598-180-6


Publisher: Wolters Kluwer ČR, Prague

PY, pages: 2018, 357-371

Published on-line: 2018-11-09

Language: eng

Abstract: From psychological research and behavioral economics research is clear that emotions are an integral part of decision making because decision making is also an emotional process. Emotions and current emotional state greatly influence decision-making at each stage of the decision-making process and may be the cause of choosing a particular alternative. Today we know that the consumer is not always rational and does not carefully evaluate all available alternatives before purchase. Consumer decides emotionally, based on feelings and moods, in the context of different situations, according to his own personality. Since personality traits are predominantly inherent and personality is a relatively stable structure, the influence of personality traits on behavior and decision-making suggests the effects of subconscious influences. The aim of the paper is to refer how is the high-positively emotional content perceived by consumers with different personality structures and temperament.It outlines the results of the first year of the research project VEGA 1/0502/17 "Consumer personality and its impact on emotional behavior and decision making". Our target research group consisted of respondents called "Generations Y" that comprises consumers born approximately from 1977 to 1998, also known as "Millennials" (Children of Millennium). For the purposes of this paper, we consider Generation Y as consumers from 19 to 40 years of age. Total number of survey respondents was 176, of whom 86 were men and 90 were women. We have used two important research methods: NEO Five-Factor Inventory that measures the individual's level of five personality traits: openness to experience, conscientiousness, extroversion, agreeableness and neuroticism (OCEAN), and Semantic Differential to survey how consumers subjectively perceive selected concepts related to the presented audiovisual advertisement. Results of our survey proved that consumers of “Generation Y” with higher neuroticism and consumers of “Generation Y” with more emotional temperament react more sensitively to emotional stimuli in a particular audiovisual advertisement.

Keywords: Consumer´s Temperament, Generation Y, Perception, Emotional Content, Advertisement

JEL Classification: M31, M32, M39

Rights:Open Access :: Creative Commons BY-NC-SA 4.0 International Licence
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Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International Licence.