Emotional and behavioural appeals as key determinants in Ghanaian consumer pre-banking behaviour

What is it about?

The pre-purchase phase of consumer behaviour for financial services, especially retail banking, has been under-researched. We explored the determinants of consumer pre-banking behaviour in a Ghanaian context. Affective, conative, cognitive attitude, emotions and perceived trust were significant determinants with an emphasis on emotional and behavioural appeals as key.

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