Title: Validation of the emo-decision-making contagion measurement scale

Authors: Antar Chaabi

Addresses: Khurma University College, Taïf University, P.O. Box 11099-Taif 21944, Saudi Arabia

Abstract: Decision-making is subject to irrationality, perceived as a margin of error for many authors. However, the decision depends on an irrationality whose impact should not be randomised and on a contagion that is intrinsically linked to it. This article then presents a new concept: emo-decision-making contagion (EDMC). This is a key construct for understanding the consumer in emotionally charged contexts. However, to date, the marketing literature has not provided us with a scale to operationalise it. This study aims, therefore, to validate a tool for measuring EDMC in the context of mass copying in its general definition. Data were collected by questionnaire from a convenience sample of 418 individuals. The results of confirmatory factor analyses (CFA) show that the emo-decision-making contagion has an adapted factor structure, both statistically and conceptually. A four-factor structure is corroborated to do this: exemplary decision-making, imitation, mimicry, and empathy.

Keywords: emo-decision-making contagion; EDMC; empathy; mimicry; exemplarity; imitation.

DOI: 10.1504/IJIMB.2025.145584

International Journal of Islamic Marketing and Branding, 2025 Vol.6 No.3, pp.185 - 218

Received: 28 Jun 2024
Accepted: 31 Oct 2024
Published online: 08 Apr 2025 *

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