Intensity of media and impulse buying.
Choo, Hui Ling.
Kok, Hui Ming.
Ngooi, Joyce Shi Jia.
Date of Issue2005
College of Business (Nanyang Business School)
This research paper outlines an exploratory study of how the intensity of media elicits emotional responses that affect consumers’ buying behaviour in the Singapore context. According to a research study done by Aledaar et al. (2003), intensity of media refers to the way people process information; i.e., the more cognitive resources used in processing a certain piece of information or media form, the higher is the intensity of the information or media form.
Final Year Project (FYP)
Nanyang Technological University