Analyzing irrational purchase decision on aesthetic packaging: the moderating role of emotional appeal / Geetha Muthusamy, Roszi Naszariah Nasni Naseri and Wan Kalthom Yahya

This conceptual paper examines how aesthetic packaging affects the purchase decisions of cosmetic products through the Theory of Planned Behavior (TPB) model, irrational factors. The TPB model, comprising Attitude, Subjective Norms, and Perceived Behavioral Control, serves as the analytical framewor...

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Bibliographic Details

Main Authors:	Muthusamy, Geetha, Naseri, Roszi Naszariah Nasni, Yahya, Wan Kalthom
Format:	Article
Language:	en
Published:	Faculty of Art and Design 2024
Subjects:	Affection. Feeling. Emotion
Online Access:	https://ir.uitm.edu.my/id/eprint/102067/1/102067.pdf https://ir.uitm.edu.my/id/eprint/102067/ https://journal.uitm.edu.my/ojs/index.php/IJAD/issue/view/134
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