Consumer
This topic currently groups 2 published articles across 2 issues.
Consumer purchase regret: how personality influences outcome regret and process regret
Zulkarnain • Ferry Novliadi • Siti Zahreni • Lila M. Iskandar
Volume 13 Issue 01 · 03 Oct 2018
Consumers will evaluate the products they have purchased, whether the product meets their need. The discrepancy between what they want and what they have purchased may lead consumers in purchase regret. Personality play…
The impact of humorous advertising on consumer's buying, word of mouth and recall
Ghada W. El-tazy • Hesham O. Dinana
Volume 12 Issue 2 · 19 Jan 2018
This paper aims at investigating the effect of “humorous advertising” on the Egyptian viewer. It is studying the effect of humorous advertising (HA) on the consumer’s buying behaviour, probability to p…