25. PADI Model: The Role of Malaysian’s Emotional Experience on National Car

The automotive industry has become more dynamic as practitioners react promptly toward consumer’s preference in cars. In particular, car producers introduce an abundance of car models to avoid customer attrition. Numerous studies have shown that consumer emotion plays a vital role in purchasing, evaluation, and decision-making. Thus, this study helps to unravel the emotional experience of consumers that can influence purchasing and suggest the importance of empirical testing. Scholars and practitioners need to investigate reliable marketing tools suitable to evoke positive consumer effects. The pleasure-arousal-dominance (PAD) theory and intelligence were used in this study to examine the effects of stimulus complexity on consumers’ purchasing behavior. A total of 160 Malaysian urban young adults participated in the pilot test. The questionnaire included items measuring the PADI scale using a seven-point Likert scale. This study collates and identifies positive stimuli that include pleasure, arousal, dominance, intelligence, and negative stimuli. It is learned that respondents prefer talking about their negative emotional experience as compared to positive emotion. To further test the robustness of this study, future research might replicate this study and examine into customer’s emotional scale. The researcher is encouraged to overt future consumer’s negative emotion more specifically into account. Indeed, practitioners must overcome the consumer’s negative emotions in efforts to overcome the churn phenomenon.