Consumers Under Lockdown: Self-Gifting and Mood Alleviation

Antigone G. Kyrousi (), Athina Y. Zotou and Eirini Koronaki
Additional contact information
Antigone G. Kyrousi: Deree-The American College of Greece
Athina Y. Zotou: Deree-The American College of Greece
Eirini Koronaki: University of Western Macedonia

A chapter in Strategic Innovative Marketing and Tourism in the COVID-19 Era, 2021, pp 39-47 from Springer

Abstract: Abstract Since March 2020, more than half of the world’s population went under a lockdown or stay-at-home orders. Studies by marketing practitioners hint that consumption during the lockdown has changed due to consumers’ attempts to regulate their negative moods. Drawing on literature on self-gifting, mood-regulatory consumption, and consumer behavior in times of hardship, we posit that consumers under lockdown will be more likely to engage in self-gifting for mood alleviation and that behaviors will be associated with individuals’ mood regulation. Preliminary findings from an online survey on a sample of 118 Greek adults support our central tenets, with the mean propensity for self-gifting for mood alleviation during the lockdown being higher than general propensity for self-gifting for mood alleviation. The findings also provide support for a partial mediation model, where mood alleviation frequency during the lockdown positively affects propensity for self-gifting for mood alleviation during the lockdown, which in turn affects general propensity for self-gifting for mood regulation.

Keywords: Self-gifting; Consumer behavior; Lockdown; Mood regulation (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-66154-0_5

Ordering information: This item can be ordered from
http://www.springer.com/9783030661540

DOI: 10.1007/978-3-030-66154-0_5

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().