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

Inyoung Park, Jieon Lee, Daeho Lee, Changjun Lee and Won Young Chung

Journal of Retailing and Consumer Services, 2022, vol. 65, issue C

Abstract: 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.

Keywords: Revenge spending; Shopping behavior; COVID-19; Emotions during a pandemic (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004409

DOI: 10.1016/j.jretconser.2021.102874

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