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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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Widya Mandala Surabaya Catholic University,Faculty of Business
2025-06-01
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| Series: | Research in Management and Accounting |
| Subjects: | |
| Online Access: | https://journal.ukwms.ac.id/index.php/RIMA/article/view/7259 |
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| Summary: | 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 collected using a questionnaire and analyzed with the PLS-SEM technique using SmartPLS. A purposive sampling method yielded 129 iPhone 14 users as respondents for this study. The findings indicate that the decoy effect and cognitive load has a significant impact on purchase intention when mediated by positive emotion. These results underscore the importance of minimizing cognitive load and leveraging the decoy effect in marketing practices. |
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| ISSN: | 2723-3804 |