Utilizing Physiological Measures for Understanding Sustainable Consumers' Emotional Responses
Ko, Seung Bong
An, Su Kyoung
This study attempted a new methodical approach to examine consumers' responses to images in advertisements and to suggest effective advertisement development in ethical apparel products. It seemed that including images, especially irritable and cruel images rather than clean and optimistic images, would stimulate consumers' physiological responses, such as heart rate and skin conductance, and lead attention to encourage ethical product consumption. Marketers should put their efforts into creating valuable advertisements and campaigns to increase consumersâ€™ interest in ethical apparel products.