Changes in consumption patterns during the COVID-19 pandemic: Analyzing the revenge spending motivations of different emotional groups

People tend to alleviate their negative emotions by shopping. Considering the change of shopping behavior during COVID-19 outbreak, negative emotions are the key contributors to this change. In this light, this study aims to investigate how negative emotions caused by COVID-19 affect shopping behaviors. This study classified consumer groups based on their perceived negative emotions (i.e., anxiety, fear, depression, anger, and boredom). By clustering analysis, four groups (i.e., group of anxiety, depression, anger, and indifference) were derived. Then, this study examined how each of the emotional groups differently affect the shopping-related motivations (i.e., mood alleviation, shopping enjoyment, socialization seeking, and self-control seeking) and shopping behaviors (i.e., shopping for high-priced goods and buying of bulk goods). Results revealed all emotional groups affect socialization seeking and influence high-priced shopping intentions. However, depression and indifference are positively associated with socialization seeking and influence bulk shopping intentions. In addition, other emotions except for anxiety affect mood alleviation and influence high-priced shopping intentions. Finally, anger is associated with self-control seeking and affects bulk shopping intentions. This study enables practitioners and researchers to better understand how people control negative emotions by shopping in pandemic situations such as the current COVID-19 crisis.     

Keeping anger in check: The role of personal and organizational characteristics on behavioral outcomes

ABSTRACT

The food and beverage sector of the hospitality industry is known for being an emotionally labor-intensive environment. The events that transpire over the course of a shift lead to various emotions, which ultimately dictate the behaviors of the employees working in this industry. Of particular interest to this study was the interplay between environmental antecedents (power and distributive justice) and their influence on a negative emotion (anger) and a positive emotion (affective organizational commitment). Additionally, this study sought to understand how anger and affective organizational commitment influenced positive (organizational citizenship behavior) and negative (counterproductive work behavior) workplace behaviors using the lens of the affective events theory. The results of this study revealed that anger had the strongest effect on counterproductive work behavior and that all of the relationships were significant except from anger to affective organizational commitment and affective organizational commitment to counterproductive work behavior.     

Negative Affect and Counterproductive Workplace Behavior: The Moderating Role of Moral Disengagement and Gender

There has been growing scholarly interest in understanding individual-level antecedents of counterproductive workplace behavior (CWB). While researchers have found a positive relationship between individuals’ negative affect and engagement in CWB, to date, our understanding of the factors which may affect this relationship is limited. In this study, we investigate the moderating roles of moral disengagement and gender in this relationship. Consistent with our hypotheses, we found that individuals with a greater tendency to experience negative emotions were more likely to engage in CWB when they had a higher propensity to morally disengage. Moreover, we found that this interacting relationship varied across men and women. We discuss the theoretical and practical implications of our findings and offer avenues for future research.     

A study of the relationships among sensory experience,emotion, and buying behavior in coffeehouse chains

Studies that simultaneously explore the effects of sensory experience on consumer emotions and behavior are rare. This paper builds a model of buying behavior based on sensory experience, 570 valid questionnaires were obtained from coffeehouse customers. Using structural equation modeling and multiple regression analysis, this paper validates the concept model and verifies that sensory experience is a significant antecedent to buying behavior. This study indicates that certain sensory experiences significantly influence emotion. Emotion also plays a mediating role in the relationship between sensory experience and behavioral intentions. The findings are theoretically and practically profound as they address the relationships among sensory experience, consumer emotions, behavioral intentions, and buying behavior, as well as explore how the five senses affect emotions and buying behavior. This paper concludes by indicating managerial implications and research limitations.     

New insights into emotion valence and loyalty intentions in relational exchanges

This research examines how emotion valence and future intentions arising from relational exchanges with a service firm depend on a consumer's level of goal attainment and locus of causality (firm vs. self) of relational outcomes. Drawing on the theories of goal‐directed behavior and agency of causation, this study hypothesizes that levels of goal attainment and locus of causality influence the generation of positive emotions (gratitude), negative emotions (grudge and guilt), relational mediators (trust and commitment), and subsequent future intentions to remain loyal to the firm. Based on a controlled experiment with 284 subjects in a consumer‐determined relationship setting, the research finds that emotion valence and future loyalty intentions are contingent upon the fulfillment of relational objectives of individual consumers and the agency of causation for the outcome of the relational exchanges. In doing so, this study delineates the conditioning mechanism that directs how emotion valence influences behavioral intentions. The study contributes to the consumer behavior and services marketing literatures on consumption‐based emotions and has significant practice implications for relational behaviors.     

Consumers’ personality and compulsive buying behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships

Although existing research suggests that personality plays an important role in explaining compulsive buying behavior, there is still potential space to diagnose the theoretical mediational mechanisms underlying these effects or the extent to which these relationships vary across different consumer demographic groups. Indeed, the role of specific personality traits on hedonistic shopping experiences and compulsive buying still awaits an in-depth examination and clarification. Thus, the present research contributes to existing knowledge by: (1) examining hedonistic shopping experiences (HSE) as a mediating mechanism on compulsive buying (CB); and (2) investigating the role of gender as a moderating variable. Using a sample of 363 adults and data derived from the US market, we confirmed the role of hedonistic shopping experiences, a central trait, in mediating the effects of cardinal traits (i.e., neuroticism, extraversion, openness to experience, conscientiousness and agreeableness), on compulsive buying, a surface trait. Specifically, neuroticism, extraversion, openness to experience exerted a more indirect and positive influence on compulsive buying, while conscientiousness and agreeableness showed a stronger direct and negative relationship with hedonistic shopping experiences and compulsive buying. In addition, neuroticism, extraversion, and openness to experience were a stronger driver of compulsive buying for women than for men, while conscientiousness and agreeableness jointly decreased the importance of hedonistic shopping experiences, and more strongly inhibited compulsive buying for women than for men. The research findings offer important theoretical, public policy and marketing implications.     

The hidden agenda: emotions in grocery shopping

In this paper, we demonstrate the complexity of consumer decision-making within the supermarket and use videographic techniques to gain greater insight into this. We propose that grocery shopping, often perceived as a routine behavior, can in fact, become quite complex. The broad pattern emerging from our study was that the less time the participant spent looking at the shelves, the less emotion displayed. Where there was longer time spent, there was also increasing physical interaction with the product and a greater display of mostly negative emotion. We suggest that this presents a conundrum for retailers. Does the lack of emotion indicate little or no commitment to the store and/or brand? Or are they so loyal there is no need for consumer engagement? This exploration suggests that further insight can be gained if the emphasis is on how the consumer interacts with their brands rather than assuming that all grocery decisions are predictive.     

Using Affect–Expectations Theory to Explain the Direction of the Impacts of Experiential Emotions on Satisfaction

Traditional research in consumer psychology considers valence (negative vs. positive) to be the primary dimension of an emotion. The direction of the impact an emotion has on consumer satisfaction is considered to be dictated by its valence. Drawing on the theory of affective expectations, in the case of experiential emotions, an alternative conceptualization is proposed in which this direction is seen as being conditional on emotional expectations associated with the consumption experience. When pertaining to consumers’ expectations relative to an anticipated experience, negative emotions can be the output benefit of consumption and contribute positively to satisfaction. Conversely, positive emotions that run against expectations can be a negative output and contribute negatively to satisfaction. On the basis of a qualitative study and a quantitative survey of movie consumption in theaters, it is established that positive (joy) as well as negative (sadness and fear) experiential emotions are positively associated with film expectations, whereas a positive emotion (calmness) runs against these expectations. Contrary to what traditional research predicts, not only joy but also sadness and fear demonstrate positive impacts on satisfaction whereas calmness, a positive emotion, has a negative impact.     

Tell me a story about yourself: The words of shopping experience and self-satisfaction

In this paper we investigate the verbal expression of shopping experience obtained by a sample of customers asked to freely verbalize how they felt when entering a store. Using novel tools of Text Mining and Social Network Analysis, we analyzed the interviews to understand the connection between the emotions aroused during the shopping experience, satisfaction and the way participants link these concepts to self-satisfaction and self-identity. The results show a prominent role of emotions in the discourse about the shopping experience before purchasing and an inward-looking connection to the self. Our results also suggest that modern retail environment should enhance the hedonic shopping experience in terms of fun, fantasy, moods, and emotions.     

Why bad feelings predict good behaviours: The role of positive and negative anticipated emotions on consumer ethical decision making

Research suggests that emotions can greatly influence consumer decision making and behaviours. Notwithstanding, our understanding of the role of anticipated emotions in what is an inherently complex deliberation process—that of consumer ethics—is still quite limited. The present study thus aims to address this gap, in two key ways: first, by measuring the influence of positive and negative anticipated emotions at each stage of the consumer ethical decision making process; and second by describing the specific emotions that most affect each component of the consumer ethical deliberation process and assessing their relative weight in predicting decisions involving ethical issues. Through the examination of 603 ethical situations and using multiple regression analysis, the findings indicate that anticipated emotions can account for up to 59% of the variance in consumer decisions involving ethics. Anticipating the experience of negative emotions as a result of carrying out an unethical behaviour was the affective component found to most influence consumer ethical deliberation process; and anticipated guilt was the discrete emotion exerting the greatest effect on consumer decision making in ethical situations. The findings indicate that more than feeling good, consumers avoid feeling bad; such that ethically favourable decisions emerge to prevent experiencing negative emotions in the future.     

Predicting consumer behavior with two emotion appraisal dimensions: Emotion valence and agency in gift giving

Decades of emotion research have demonstrated the unique influences of many specific emotions on consumer behaviors. These countless numbers of emotion effects can make it difficult to understand the role of emotions in consumer behavior. The current research introduces a parsimonious framework that can predict the effects of emotions on the consumer behavior of gift giving with just two appraisal dimensions: valence and agency. A series of studies examining gift giving reveals that positive emotions exert positive effects on gift giving, independent of their agency. In contrast, agency does predict the effects of negative emotions on gift giving. Negative self-caused emotions increase gift giving, whereas negative other-caused emotions decrease gift giving. These findings seem to hold for inactive and active emotions, and for uncertain and certain emotions. Together, these findings make a unique theoretical and empirical contribution to the understanding of emotions in gift giving. Moreover, it provides a pragmatic framework for both academics and practitioners.     

旅游者参与、服务质量、消费情感对旅游者忠诚影响

旅游者参与是旅游者重要需求,通过参与达到正面的情感体验;在激烈的市场竞争中,实现旅游者忠诚是旅游地重要目标,因此对旅游者参与及相关变量对旅游者忠诚的影响研究具有重要意义。文章构建了旅游者参与对旅游者忠诚影响的整合模型,并提出若干研究假设。通过对武夷山观光旅游者调查获取基础数据,实证了旅游者参与、服务质量、消费情感、旅游者满意等变量的相互关系及其对旅游者忠诚的影响。研究发现,旅游者参与对服务质量、正面消费情感、旅游者满意具有显著直接正向影响,对负面消费情感具有显著直接负向影响,并通过服务质量、消费情感、旅游者满意三个中介变量对旅游者忠诚产生间接影响;服务质量通过旅游者满意对旅游者忠诚产生产生间接影响;消费情感对旅游者忠诚既产生直接影响,又通过旅游者满意对其产生间接影响;旅游者满意是旅游者忠诚的直接前因变量。最后指出研究局限及未来研究方向。     

Greater patience and monetary expenditure: How shopping with companions influences purchase decisions

Shopping with companions plays a crucial role in daily consumer activities. However, only a few studies have explored the influence of this factor on consumers’ patience. We conducted four studies, including two field studies, to investigate the effects of shopping with companions (e.g., friends and peers) on purchase decisions. We found that consumers exerted greater effort when shopping with friends and peers by spending more money and being willing to wait longer for a product. This effect could be explained by three mediators: positive emotions, negative emotions, and perceived value, in which the hedonic and social value, unlike the utilitarian value, played essential mediating roles. This study elucidates the underlying psychological processes involved in purchase decisions shaped by companions. Retailers should encourage shopping with companions to increase sales and customer retention.     

Revenge buying: The role of negative emotions caused by lockdowns

With the stabilizing of COVID-19 and the lessening of isolation measures, the consumption market is gradually recovering. Consumers exhibit a tendency to compensate for the previous pent-up demand, triggering the phenomenon of revenge spending. Nevertheless, research on revenge buying during the pandemic has been limited thus far. Moreover, the role of negative emotions and retail therapy has not been well explored. Therefore, drawing from retail therapy theory and the stimulus-organism-response framework, this study aims to investigate how negative emotions, physiological motivations, and self-seeking stimulate consumers to form positive perceptions that revenge buying can provide therapeutic utilities, and consequently choose revenge buying. Empirical data were collected from China. The structural equation modelling results reveal that anxiety, boredom, self-seeking, and psychological motivation have a positive influence on therapeutic shopping motivation, therapeutic shopping value and therapeutic shopping outcome, which subsequently influence revenge buying behavior. The theoretical model provides a novel perspective to research revenge buying. Additionally, the results provide managerial implications for consumer, retailers, and policymakers to make preparedness for revenge buying in future health crises.     

Enjoyment of the Shopping Experience: Impact on Customers' Repatronage Intentions and Gender Influence

In this paper the authors investigate enjoyment of the shopping experience, its influence on consumers' intention to repatronise a regional shopping centre and the effect of gender differences on shopping enjoyment. Four dimensions of shopping enjoyment are proposed and a 16-item measure is developed to assess 536 consumer perceptions of the shopping experience across five counties in the United Kingdom. Findings indicate that shopping experience enjoyment has a significant positive influence upon customers' repatronage intentions. Furthermore, men are found to have a stronger relationship of enjoyment with repatronage than women. The implications of these results are discussed, together with managerial implications, study limitations, and future research directions.     

Older consumers' Tv home shopping: Loneliness,parasocial interaction,and perceived convenience

This study examined factors that affect consumer satisfaction with TV shopping by investigating both convenience‐ and emotion‐related variables. Data were obtained from 295 online surveys with TV home shoppers who were 60 years and older. The structural model revealed (1) a positive effect of lack of shopping mobility on loneliness and perceived convenience of TV shopping, (2) a positive effect of loneliness on parasocial interaction, and (3) positive effects of parasocial interaction and perceived convenience on satisfaction with TV shopping. Results provide implications for TV shopping networks and producers. Parasocial interaction can be utilized to enhance the consumer experience by alleviating older consumers' loneliness, which ultimately leads to their satisfaction. Furthermore, convenience benefits of TV shopping can be emphasized to attract older consumers who have limited shopping mobility. © 2011 Wiley Periodicals, Inc.     

In-store music and aroma influences on shopper behavior and satisfaction

Retail markets are increasingly competitive and retailers continuously look to differentiate their retail offering. One way to differentiate is by providing a pleasant and exciting shopping ambience. This paper experimentally tests the effects of music (volume high or low) and aroma (vanilla scent present/absent) on young fashion shoppers in a real retail setting. Results show that volume of music and the presence of a vanilla aroma both have a significant impact on shoppers' emotions and satisfaction levels. Additional analysis reveals that the arousal induced by music and aroma results in increased pleasure levels, which in turn positively influences shopper behaviors, including time and money spend, approach behavior, and satisfaction with the shopping experience. Direct effects of arousal on behaviors as well as an interaction effect between music and aroma on pleasure and time spent in the store are also present. The paper contributes to the better understanding of shoppers' emotions and shopper behaviors in response to in-store atmospherics and offers retailers practical insights into how to create competitive advantage by customizing the atmosphere in their stores.     

Shopping trip value: Do stores and products matter?

Previous research indicates the importance of shopping trip value but recognises that consumers do not shop independent of the environment; both products and stores contribute to overall shopping trip value. This study identifies the impact of product and store value on overall shopping trip value and investigates the interrelationship among their utilitarian and hedonic components. In addition, it proposes a store value scale. The authors find empirically that utilitarian store value and performance-related product value have significant effects on utilitarian shopping trip value, whereas hedonic shopping trip value is influenced most by hedonic store value and emotional product value. In addition, women appear more prone to hedonic shopping trip value yet also utilitarian store value, while men were more attentive to utilitarian product value.     

On the effectiveness of ego- and other-focused ad-evoked emotions

Emotional advertising is generally believed to be persuasive. However, not all emotional advertising is equally effective. Previous research has illustrated the importance of the pleasure dimension of emotions in the sense that positive emotions usually induce more positive attitudes than negative emotions. This paper deals with another dimension of emotions – the ego-other-focus dimension of emotions – referring to the degree to which these emotions make people see themselves as independent from or interdependent with others in a specific situation. Our findings indicate that, for a privately consumed product, ads evoking an egofocused emotion score better than ads evoking an other-focused emotion, whereas the reverse is true for a publicly consumed product. This match between product and emotion does not matter for introverts, but is important for extravert people. As such, we show that not only the pleasure dimension, but also the ego-other-focus dimension of emotions determines the effectiveness of emotional advertising.     

Emotions,deliberations, and end‐of‐life products

Death is inevitable; yet, not all consumers prepare for death by purchasing end‐of‐life (EOL) products. Using the theory of reasoned action (TRA) and the dual‐process model framework, this study aims to examine the role of emotions and cognitions in influencing consumers' decisions to engage in planning for death. A mixed methodology design was used. Study 1, a qualitative study, uncovered positive and negative emotions and deliberative reasoning that comprise consumers' EOL purchase decision process. Study 2, a quantitative study, confirmed that emotions and deliberations independently and jointly influenced consumers' EOL attitude and behavior and that emotions affected deliberations for both prepaid funerals and wills. Subjective norms outperformed attitude in predicting both products' purchase behavior. These finding supported the dual‐process model of behavior and the TRA in the EOL research context and contributed to the EOL literature by investigating the effects of emotions and deliberations concurrently; thus validating the important role of emotions in influencing EOL planning and purchase. In light of our findings, marketers could, after due cognizance of the morbidity and sensitivity of the topic, develop actionable promotional and segmentation strategies for EOL products and other emotion‐laden, unsought products and service.