The Effect of Personality Pessimism, Mental Anxiety, and Need to Recognize and Moral Beliefs of Customers on The Different Levels of Cynicism and Brand Support

The aim of this study was to evaluate the effectiveness of internal and psychological aspects of people (pessimism, anxiety, mental, need to recognize and moral beliefs) on different levels of cynicism and support brand. This article is among the first investigation that examine the relationship of psychological aspects of consumer and pessimistic attitude toward products. The present study, in terms of applied purpose and the nature and method is descriptive - correlation and due to the method of collecting data is survey and field. To assess the objectives of the study, hypothesis with Integrated Model (Helm, 2006 and Murphy, 2013) were tested. The research hypotheses were tested by using structural equation modeling (SEM) and LISREL software. Inferential statistics were used to test hypotheses, as in the first part of the confirmatory functional analysis was used to test the validity of items and the path analysis to test hypotheses. This research was studied by using sampling among 384 students at Masters and PhD Islamic Azad University, Tehran Science and Research (Faculty of Management and Economics).In the present study it was 20 evaluators to assess the validity of content; the minimum acceptable value CVR with this number of evaluators based on Lavsheh table is 0.5. After analyzing the responses of experts, set up and approved the final questionnaire. In order to measure the reliability of first questionnaire, 50-member pre-tested and analyzed using Cronbach's alpha, which in turn need to recognize 0/73, different levels skepticism 0/83, personality cynicism 0/70  , brand support 0/71, informed purchase risk 0/80, extradition products 0/78, brand loyalty 0/90, customers  pessimism 0/75, mental anxiety 0/84, moral beliefs 0/74, negative emotional state 0/81, positive emotional state 0/77 and finally in the direction of the market  0/76 were estimated. The result of the methodology suggests that personality pessimism has direct impact on customer’s pessimistic, product extradition, different levels pessimism and the direction of the market; The results also show that the lack of awareness of some customers impact on their cynicism and ultimately informed purchasing risk influence the customer loyalty to the brand.