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Emotional intensity: An additional dimension to understand emotional confidence and purchase intentions

Author

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  • Wajid Hussain Rizvi

    (Institute of Business Administration, Karachi)

Abstract

This paper explores the role of emotional intensity as a determinant of emotional confidence and purchase intentions. It analyzes the difference between low and high emotional confidence and emotional intensity groups in terms of their purchase intentions in the car buying context. Only valence and combined valence-intensity structural models were used to assess respective influences on emotional confidence. The results reveal that the combined impact of valence and intensity has a greater positive and significant influence on emotional confidence. Furthermore, groups with higher emotional confidence and higher emotional intensity show higher purchase intentions. This study contributes to a better understanding of buying behaviour in the car buying context by unveiling the role of emotional intensity on emotional confidence.

Suggested Citation

  • Wajid Hussain Rizvi, 2019. "Emotional intensity: An additional dimension to understand emotional confidence and purchase intentions," Business Review, School of Economics and Social Sciences, IBA Karachi, vol. 14(1), pages 68-80, January-J.
    • Handle: RePEc:aho:journl:v:14:y:2019:i:1:p:68-80
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