Trauma's effects on shopper choice confusion: The role of psychological hardiness and retailer strategies as mitigating factors |
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| Institution: | 1. University of North Carolina Wilmington, Cameron Hall – 240B, 4960 Cahill Drive, Wilmington, NC, 28403, USA;2. University of Toledo, Stranahan Hall - 3016, 2801 W. Bancroft St, Toledo, OH, 43606, USA;1. Department of Management, Marketing, and Supply Chain, Boler College of Business, John Carroll University, University Heights, OH, 44118, USA;2. Department of Marketing, School of Business, Virginia Commonwealth University, Richmond, VA, 23284, USA;3. Department of Marketing and Entrepreneurship, Ambassador Crawford College of Business and Entrepreneurship, Kent State University, Kent, OH, 44240, USA;1. Central Connecticut State University, 1615 Stanley St, New Britain, CT, 06050, USA;2. Concordia University, 1455 de Maissoneuve Blvd. Ouest, Montreal, QC, H3G 1M8, Canada;3. UNSW Business School, Sydney, Australia;1. University of Economics Ho Chi Minh City, Ho Chi Minh City, Viet Nam;2. UNSW Sydney, Australia;3. Griffith University, Gold Coast, Australia;1. School of Business, Beijing Technology and Business University, China;2. School of Economics and Management, University of the Chinese Academy of Sciences, Beijing, China;3. Economics and Social Sciences, University of Potsdam, Potsdam, Germany;1. Department of Management, College of Business, King Faisal University, Al-Ahsa, 31982, Saudi Arabia;2. Nottingham Business School, Nottingham Trent University, 31 the Living Quarter, Nottingham, NG1 1PF, United Kingdom;3. University of Sadat City, Sadat City, Menofia, Egypt;4. Management Department, School of Business, King Faisal University, Saudi Arabia;5. Marketing and Management Department, School of Business, University of Dundee, 1-3 Perth Rd., Dundee, DD1 4JW, UK;6. Business Administration Department, Faculty of Commerce, Assiut University, Assiut, 71515, Egypt |
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| Abstract: | Retailers must understand how trauma influences the consumer shopping journey and identify ways to mitigate any potential adverse effects. Two studies were conducted to explore trauma in the retail environment. First, a conceptual model was tested using structural equation modeling (SEM) based on survey data collected from 324 participants. Findings indicate that consumers who report previously experiencing traumatic events feel anxiety while shopping in retail environments, negatively influencing their ability to make purchase decisions. This outcome is due to challenges in adequately assessing stressful environmental stimuli and developing positive coping mechanisms. Consumer propensity for psychological hardiness was found to moderate this relationship. Next, a follow-up qualitative study from 110 consumers who reported experiencing instances of trauma identified potential ways for retailers to help consumers who have experienced trauma feel more comfortable in shopping environments. These findings extend research on trauma and consumer shopping behavior by identifying its impacts on choice confusion and stress appraisal and suggesting how retailers can support shoppers through a trauma-informed approach. |
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| Keywords: | Trauma Shopping anxiety Psychological hardiness Stress appraisal theory Inclusive retail |
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