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The Style of Decision: Consumer Wisdom and the mediating role of the Heuristic-Systematic Model of Information Processing in Clothes Shopping
Rationality and emotions are often treated as opposing forces in decision-making. Yet what if the more productive question is not which one prevails, but how a balance between the two might be achieved? Wisdom offers precisely this kind of integrative paradigm. Wisdom is a central trait for self-dev...
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| Format: | Thesis |
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AUC Knowledge Fountain
2026
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| _version_ | 1867613434327072768 |
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| access_status_str | Open Access |
| author | Sakr, Nourane |
| author_browse | Sakr, Nourane |
| author_facet | Sakr, Nourane |
| author_sort | Sakr, Nourane |
| collection | Thesis |
| description | Rationality and emotions are often treated as opposing forces in decision-making. Yet what if the more productive question is not which one prevails, but how a balance between the two might be achieved? Wisdom offers precisely this kind of integrative paradigm. Wisdom is a central trait for self-development; yet, little has been explored on Consumer Wisdom from a communications perspective. The theory has been initially examining ecology principles with an extensive space in consumer behavior and marketing practices. This research approaches consumer wisdom in online fashion advertising context whilst understanding the common information processing modes; evoked by the mediation of the Heuristic-Systematic model (HSM). Quantitative research was applied using an online survey. The questionnaire was conducted with 299 millennials and Gen Z respondents as considered the highliest digital users, asking them about their personal lifestyle, shopping experiences and the effect of online clothing ads on their purchase intention. Results indicated that consumer wisdom, fashion clothing involvement and purchase intention all entail the concurrent processing of heuristic and systematic cognitions. Consumer wisdom has a stronger effect on the systematic mode versus heuristic, while the consumer fashion involvement had a more dominant effect on the heuristic mode versus the systematic. The heuristic and the systematic were both significant in purchase intention. The presented study contributes to Consumer Wisdom theory and consumer fashion clothing involvement, as the first to tackle dual information processing in marketing communication, inviting more multi-disciplinary scholarly research. |
| format | Thesis |
| id | oai:fount.aucegypt.edu:etds-3865 |
| institution | American University in Cairo (Egypt) |
| last_indexed | 2026-06-10T12:36:04.810Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from AUC Knowledge Fountain — bepress |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| publisher | AUC Knowledge Fountain |
| publisherStr | AUC Knowledge Fountain |
| record_format | dspace |
| source_str | AUC Knowledge Fountain — bepress |
| spelling | oai:fount.aucegypt.edu:etds-3865 The Style of Decision: Consumer Wisdom and the mediating role of the Heuristic-Systematic Model of Information Processing in Clothes Shopping Sakr, Nourane Rationality and emotions are often treated as opposing forces in decision-making. Yet what if the more productive question is not which one prevails, but how a balance between the two might be achieved? Wisdom offers precisely this kind of integrative paradigm. Wisdom is a central trait for self-development; yet, little has been explored on Consumer Wisdom from a communications perspective. The theory has been initially examining ecology principles with an extensive space in consumer behavior and marketing practices. This research approaches consumer wisdom in online fashion advertising context whilst understanding the common information processing modes; evoked by the mediation of the Heuristic-Systematic model (HSM). Quantitative research was applied using an online survey. The questionnaire was conducted with 299 millennials and Gen Z respondents as considered the highliest digital users, asking them about their personal lifestyle, shopping experiences and the effect of online clothing ads on their purchase intention. Results indicated that consumer wisdom, fashion clothing involvement and purchase intention all entail the concurrent processing of heuristic and systematic cognitions. Consumer wisdom has a stronger effect on the systematic mode versus heuristic, while the consumer fashion involvement had a more dominant effect on the heuristic mode versus the systematic. The heuristic and the systematic were both significant in purchase intention. The presented study contributes to Consumer Wisdom theory and consumer fashion clothing involvement, as the first to tackle dual information processing in marketing communication, inviting more multi-disciplinary scholarly research. 2026-06-11T07:00:00Z thesis application/pdf https://fount.aucegypt.edu/etds/2802 https://fount.aucegypt.edu/context/etds/article/3865/viewcontent/Nourane_Sakr_Thesis.pdf Theses and Dissertations AUC Knowledge Fountain Heuristic-systematic model; information processing; consumer wisdom; fashion clothing involvement; purchase intention; online advertising Business Communication Psychology |
| spellingShingle | Heuristic-systematic model; information processing; consumer wisdom; fashion clothing involvement; purchase intention; online advertising Business Communication Psychology Sakr, Nourane The Style of Decision: Consumer Wisdom and the mediating role of the Heuristic-Systematic Model of Information Processing in Clothes Shopping |
| title | The Style of Decision: Consumer Wisdom and the mediating role of the Heuristic-Systematic Model of Information Processing in Clothes Shopping |
| title_full | The Style of Decision: Consumer Wisdom and the mediating role of the Heuristic-Systematic Model of Information Processing in Clothes Shopping |
| title_fullStr | The Style of Decision: Consumer Wisdom and the mediating role of the Heuristic-Systematic Model of Information Processing in Clothes Shopping |
| title_full_unstemmed | The Style of Decision: Consumer Wisdom and the mediating role of the Heuristic-Systematic Model of Information Processing in Clothes Shopping |
| title_short | The Style of Decision: Consumer Wisdom and the mediating role of the Heuristic-Systematic Model of Information Processing in Clothes Shopping |
| title_sort | style of decision consumer wisdom and the mediating role of the heuristic systematic model of information processing in clothes shopping |
| topic | Heuristic-systematic model; information processing; consumer wisdom; fashion clothing involvement; purchase intention; online advertising Business Communication Psychology |
| url | https://fount.aucegypt.edu/etds/2802 https://fount.aucegypt.edu/context/etds/article/3865/viewcontent/Nourane_Sakr_Thesis.pdf |
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