Intensity of media and impulse buying.

• Main Authors: Choo, Hui Ling., Kok, Hui Ming., Ngooi, Joyce Shi Jia.
• Other Authors: Bhatnagar, Rohit
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/9663
• Institution: Nanyang Technological University

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;...