Research In Management and Accounting (RIMA)
Vol. 8 No. 1 (2025): June

DECOY EFFECT, COGNITIVE LOAD, AND POSITIVE EMOTION ON PURCHASE INTENTION: IPHONE 14 CASE STUDY

Farrell Ionwyn Eduardo (Unknown)
Nelly, Nelly (Unknown)
Jonathan Kenny Juen (Unknown)
Lina, Lina (Unknown)
Ratnawati, Ratnawati (Unknown)

Article Info

Publish Date
26 Jun 2025

Abstract

Understanding the psychological factors influencing consumer behavior is a essential for enhancing purchase intention. This study examines the impact of positive emotion as a mediator between purchase intention and cognitive load or the decoy effect. Utilizing a quantitative methodology, data were collected using a questionnaire and analyzed with the PLS-SEM technique using SmartPLS. A purposive sampling method yielded 129 iPhone 14 users as respondents for this study. The findings indicate that the decoy effect and cognitive load has a significant impact on purchase intention when mediated by positive emotion. These results underscore the importance of minimizing cognitive load and leveraging the decoy effect in marketing practices.

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Journal Info
Research In Management and Accounting (RIMA)
Website

Abbrev

RIMA

Publisher

Universitas Katolik Widya Mandala Surabaya

Subject

Economics, Econometrics & Finance

Description

Research in Management and Accounting (RIMA) Journal, e-ISSN 2723-3804, DOAJ indexed, published by Faculty of Business, Universitas Katolik Widya Mandala Surabaya. Research in Management and Accounting (RIMA) Journal accepts the research, methods, review, data, theory, or case study papers. The ...