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P130 Scale Development of Popcorn Brain for Consumers’ Psychological Protection in the managerial perspective
Short Description
This study intends to explore the relevant antecedents and dimensions of popcorn brain, which has the potentiality to capacitate the public planners to formulate strategies and plans to produce psychological protection of the general consumers of their state. Rarely any strategy connected to general consumer be fruitful without the commercial angle. So, the customers’ psychological protection should be embarked upon by the businesses to develop the desired shopping motive of their target consumers. Dimension of popcorn brain should be the focal point in the context of consumers’ perceived ease of use, usefulness, and trust connecting to the prevailing social media. Following a descriptive research design, this research-proposal made an extensive literature review to identify the research gaps and ultimately to obtain the inferences for practical & theoretical implications, which can be analyzed by executing this project. The probable outcomes of this study indicate that the popcorn brain phenomenon, the rapidly changing consumers’ mindsets with shorter attention spans towards a stimulus (market offering in this study), can be managed strategically by developing perceived ease of use, perceived usefulness, and trust of consumers through their level of involvement in social media directing towards desired shopping motives of consumers.
Type of presentation
Accepted Poster Presentation