The perceived roles of cognition, emotion and marketing strategies in college students' purchasing behavior

• Main Authors: Ampil, Marie Celine Michelle F., Py, Saul A., Tuason, Maria Angela T.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing; Consumer behavior; Marketing research; Professions > Marketing; Psychology
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/8280
• Institution: De La Salle University

The present study examines the effect of perceived role of cognition, perceived role of emotion and marketing strategies on the behavior of adolescent consumers. The researchers also examined if there was an interaction among the three variables being studied in this research paper. Two focus group discussions with six participants each were conducted in order to gather data. To examine the results, Content Analysis was used for this study. Three main categories and 12 themes were identified from the answers of the participants. It was found out that there is an interaction among all three variables although the strength of each variable was not determined. These three are very important in the adolescent decision making and should be taken into consideration by both the consumers and sellers.