The Influence Mechanism of Emotional Arousal on Consumer Behavior: An Empirical Investigation Utilizing the S-O-R Framework

Zeyue Zhang

doi:10.47297/wspceWSP2516-251927.20250906

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The Influence Mechanism of Emotional Arousal on Consumer Behavior: An Empirical Investigation Utilizing the S-O-R Framework

Volume 9, Issue 6

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The Influence Mechanism of Emotional Arousal on Consumer Behavior: An Empirical Investigation Utilizing the S-O-R Framework
The Influence Mechanism of Emotional Arousal on Consumer Behavior: An Empirical Investigation Utilizing the S-O-R Framework
College of Humanities and Arts, Hunan International Economics University, Changsha, Hunan, 410205, China
Vol. 9, Issue 6, Pages: 144-148(2025)
Published：30 December 2025
DOI：10.47297/wspceWSP2516-251927.20250906
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Zhang Zeyue.The Influence Mechanism of Emotional Arousal on Consumer Behavior: An Empirical Investigation Utilizing the S-O-R Framework[J].Creative Economy,2025,09(06):144-148.
DOI：

Zhang Zeyue.The Influence Mechanism of Emotional Arousal on Consumer Behavior: An Empirical Investigation Utilizing the S-O-R Framework[J].Creative Economy,2025,09(06):144-148. DOI： 10.47297/wspceWSP2516-251927.20250906.

摘要

Abstract

Drawing upon the Stimulus-Organism-Response (S-O-R) paradigm

this research establishes a conceptual structure. This structure categorizes emotional condition as the Stimulus

the drive for impulsive purchasing as the Organism

and consumer actions as the Response. A 2 (Emotional Valence: Positive/Negative) × 2 (Emotional Arousal: High/Low) between-subjects experimental design was employed

utilizing multimodal emotion measurement on 300 consumers aged 18-40. We employed Structural Equation Modeling alongside the Bootstrap technique to analyze the data. The findings revealed the following outcomes: (1) High-arousal emotions significantly enhance impulsive buying tendency; (2) Under negative emotions

consumers show a greater preference for hedonic products; (3) Impulsive buying motivation fully mediates the relationship between emotional arousal and consumption amount; (4) Emotion regulation ability significantly weakens the strength of the emotion- consumer behavior link. The research reveals the internal mechanism through which emotions influence consumer behavior

providing a theoretical basis and practical implications for emotional marketing.

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Keywords

references

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