 Deriving happiness through extraordinary or ordinary brand experiences in times of COVID‐19 threatJinfeng (Jenny) Jiao, Fang‐Chi Lu and Nuoya Chen Journal of Consumer Affairs, 2022, vol. 56, issue 3, 1392-1419 Abstract: The authors examined how the joint effect of brand experience type (ordinary vs. extraordinary) and COVID‐19 threat on consumer happiness changed at different stages of the COVID‐19 pandemic. The findings from five studies, with the COVID‐19 threat and lockdown status measured as well as manipulated, suggest that COVID‐19 threat exerts converse moderating influences on the extraordinariness–happiness relationship under no lockdown and lockdown. Under lockdown, threat attenuates the effect of brand extraordinariness on happiness; extraordinary brand experiences bring more happiness than ordinary brand experiences when the perceived threat of COVID‐19 is low, but consumers derive comparable happiness from extraordinary and ordinary experiences when perceived threat is high. Under no lockdown, threat amplifies the positive effect of extraordinariness on happiness. Consumers rarely experience a large‐scale lockdown due to a pandemic, and this research advances understanding of how consumer happiness from a brand experience changes with the trajectory of a pandemic. Date: 2022 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bla:jconsa:v:56:y:2022:i:3:p:1392-1419 Ordering information: This journal article can be ordered from Access Statistics for this article Journal of Consumer Affairs is currently edited by Sharon Tennyson More articles in Journal of Consumer Affairs from Wiley Blackwell |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.