Journal article

Arousal enhances herding tendencies when decision making

Brent Coker

Journal of Consumer Behaviour: an international research review | Wiley | Published : 2020


This research examines how arousal enhances consumer tendencies to be influenced by the majority when decision making, also known as “herding.” Physiological arousal was manipulated in three controlled experiments, using discrete choice decisions as the dependent variable. The results suggest that arousal enhances tendencies to choose more popular options and that deindividuation mediates the effect of arousal on choice. This research enriches our understanding of the theoretical relationship between arousal and consumer decision making, by suggesting that arousal increases herding. The practical relevance of our findings suggests that strategies to increase herding effects, such as “popular..

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University of Melbourne Researchers


Funding Acknowledgements

This work was supported by a Faculty Research Grant from the Faculty of Business and Economics at the University of Melbourne, Australia.