The role of mixed emotions in consumer behaviour: Investigating ambivalence in consumers' experiences of approach-avoidance conflicts in online and offline settings

European Journal of Marketing

Volumn 45, Issue 1, 2011, Pages 104-132

  Penz, Elfriede ^a   Hogg, Margaret K ^b  

^a VIENNA UNIVERSITY OF ECONOMICS AND BUSINESS   (Austria)

^b Lancaster University   (United Kingdom)

Author keywords

Consumer behaviour; Internet shopping; Retailing

Indexed keywords

EID: 79551470227     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561111095612     Document Type: Article

References (99)

1. Allan, D. (2008), "Sound retailing: a review of experimental evidence on the effects of music on shopping behavior" in Lowrey, T.M. (Ed.), Brick & Mortar Shopping in the Twenty-first Century, Lawrence Erlbaum, New York, NY, pp. 33-52.
2. Armitage, C.J. and Conner, M. (2000), "Attitudinal ambivalence: a test of three key hypotheses" in Personality and Social Psychology Bulletin, Vol. 26, No. 11, pp. 1421-32.
3. Babin, B.J., Darden, W.R. and Babin, L.A. (1998), "Negative emotions in marketing research: affect or artifact?" in Journal of Business Research, Vol. 42, No. 3, pp. 271-85.
4. Bagozzi, R.P., Gopinath, M. and Nyer, P.U. (1999), "The role of emotions in marketing" in Journal of the Academy of Marketing Science, Vol. 27, No. 2, pp. 184-206.
5. Baker, J. (1986), "The role of the environment in marketing services: the consumer perspective" in Czepeil, J.A., Congram, C.A. and Shanahan, J. (Eds.), The Services Challenge: Integrating for Competitive Advantage, American Marketing Association, Chicago, IL, pp. 79-84.
6. Baker, J., Levy, M. and Grewal, D. (1992), "An experimental approach to making retail store environmental decisions" in Journal of Retailing, Vol. 68, No. 4, p. 445.
7. Baron, R.M. and Kenny, D.A. (1986), "The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations" in Journal of Personality and Social Psychology, Vol. 51, No. 6, pp. 1173-82.
8. Bearden, W.O. and Etzel, M.J. (1982), "Reference group influence on product and brand purchase decisions" in Journal of Consumer Research, Vol. 9, No. 2, pp. 183-94.
9. Bearden, W.O., Netemeyer, R.G. and Teel, J.E. (1989), "Measurement of consumer susceptibility to interpersonal influence" in Journal of Consumer Research, Vol. 15, March, pp. 473-81.
10. Bearden, W.O., Netemeyer, R.G. and Teel, J.E. (1990), "Further validation of the consumer susceptibility to interpersonal influence scale" in Advances in Consumer Research, Vol. 17, pp. 770-6.
11. Burton, D. (2002), "Postmodernism, social relations and remote shopping" in European Journal of Marketing, Vol. 36, Nos 7/8, pp. 792-955.
12. Cacioppo, J.T. and Berntson, G.G. (1994), "Relationship between attitudes and evaluative space: a critical review, with emphasis on the separability of positive and negative substrates" in Psychological Bulletin, Vol. 115, No. 3, pp. 401-23.
13. Chaiken, S., Pomerantz, E.M. and Giner-Sorolla, R. (1995), "Structural consistency and attitude strength" Petty, R.E. and Krosnick, J.A. (Eds.), Attitude Strength: Antecedents and Consequences, Lawrence Erlbaum, Mahwah, NJ.
14. Chaudhuri, A. (1997), "Consumption emotion and perceived risk: a macro-analytic approach" in Journal of Business Research, Vol. 39, No. 2, pp. 81-92.
15. Chiang, K.-P. and Dholakia, R.R. (2003), "Factors driving consumer intention to shop online: an empirical investigation" in Journal of Consumer Psychology, Vol. 13, Nos 1-2, pp. 177-83.
16. Childers, T.L. and Rao, A.R. (1992), "The influence of familial and peer-based reference groups on consumer decisions" in Journal of Consumer Research, Vol. 19, No. 2, pp. 198-211.
17. Conchar, M.P., Zinkhan, C.M., Peters, C. and Olavarrieta, S. (2004), "An integrated framework for the conceptualization of consumers' perceived-risk processing" in Academy of Marketing Science Journal, Vol. 32, No. 4, pp. 418-36.
18. Cox, D.F. (1967), Risk Taking and Information Handling in Consumer Behavior, Division of Research Graduate School of Business Administration, Harvard University, Boston, MA.
19. Cronbach, L.J. (1951), "Coefficient alpha and the internal structure of test" in Psychometrika, Vol. 16, September, pp. 297-334.
20. d'Astous, A. (2000), "Irritating aspects of the shopping environment" in Journal of Business Research, Vol. 49, No. 2, pp. 149-56.
21. Dawson, S., Bloch, P.H. and Ridgway, N.M. (1990), "Shopping motives, emotional states, and retail outcomes" in Journal of Retailing, Vol. 66, No. 4, pp. 408-27.
22. DelVecchio, D. and Smith, D.C. (2005), "Brand-extension price premiums: the effects of perceived fit and extension product category risk" in Journal of the Academy of Marketing Science, Vol. 33, No. 2, pp. 184-96.
23. Dennis, C., Harris, L. and Sandhu, B. (2002), "From bricks to clicks: understanding the e-consumer" in Qualitative Market Research, Vol. 5, No. 4, pp. 281-90.
24. Donovan, R.J. and Rossiter, J.R. (1982), "Store atmosphere: an environmental psychology approach" in Journal of Retailing, Vol. 58, No. 1, pp. 34-57.
25. Donovan, R.J., Rossiter, J.R., Marcoolyn, G. and Nesdale, A. (1994), "Store atmosphere and purchasing behavior" in Journal of Retailing, Vol. 70, No. 3, pp. 283-94.
26. Doolin, B., Dillon, S., Thompson, F. and Corner, J.L. (2005), "Perceived risk, the internet shopping experience and online purchasing behavior: a New Zealand perspective" in Journal of Global Information Management, Vol. 13, No. 2, pp. 66-88.
27. Dowling, G.R. and Staelin, R. (1994), "A model of perceived risk and intended risk-handling activity" in Journal of Consumer Research, Vol. 21, No. 1, pp. 119-54.
28. Elliot, A.J. and Thrash, T.M. (2002), "Approach-avoidance motivation in personality: approach and avoidance temperaments and goals" in Journal of Personality and Social Psychology, Vol. 82, No. 5, pp. 804-18.
29. Eroglu, S.A., Machleit, K.A. and Davis, L.M. (2001), "Atmospheric qualities of online retailing: a conceptual model and implications" in Journal of Business Research, Vol. 54, No. 2, pp. 177-84.
30. Eroglu, S.A., Machleit, K.A. and Davis, L.M. (2003), "Empirical testing of a model of online store atmospherics and shopper responses" in Psychology & Marketing, Vol. 20, No. 2, pp. 139-50.
31. Escalas, J.E. and Bettman, J.R. (2003), "You are what they eat: the influence of reference groups on consumers' connections to brands" in Journal of Consumer Psychology, Vol. 13, No. 3, pp. 339-48.
32. Fiore, A.M., Jin, H.-J. and Kim, J. (2005), "For fun and profit: hedonic value from image interactivity and responses toward an online store" in Psychology & Marketing, Vol. 22, No. 8, pp. 669-94.
33. Fiore, A.M., Yah, X. and Yoh, E. (2000), "Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences" in Psychology & Marketing, Vol. 17, No. 1, pp. 27-54.
34. Forsythe, S.M. and Shi, B. (2003), "Consumer patronage and risk perceptions in internet shopping" in Journal of Business Research, Vol. 56, No. 11, pp. 867-75.
35. Foxall, G.R. (1997), "The emotional texture of consumer environments: a systematic approach to atmospherics" in Journal of Economic Psychology, Vol. 18, No. 5, pp. 505-23.
36. Foxall, G.R. and Greenley, G.E. (1999), "Consumers' emotional responses to service environments" in Journal of Business Research, Vol. 46, No. 2, pp. 149-58.
37. Foxall, G.R. and Yani-de-Soriano, M.M. (2005), "Situational influences on consumers' attitudes and behavior" in Journal of Business Research, Vol. 58, No. 4, pp. 518-25.
38. Hansen, F. (1976), "Psychological theories of consumer choice" in Journal of Consumer Research, Vol. 3, No. 3, pp. 117-42.
39. Harrison, T., Waite, K. and Hunter, G.L. (2006), "The internet, information and empowerment" in European Journal of Marketing, Vol. 40, Nos 9/10, pp. 972-93.
40. Harrist, S. (2006), "A phenomenological investigation of the experience of ambivalence" in Journal of Phenomenological Psychology, Vol. 37, No. 1, pp. 85-114.
41. Hofstede, G. (2001), Culture's Consequences: Comparing Values, Behaviors, Institutions and Organizations across Nations, Sage, Thousand Oaks, CA.
42. Hogg, M.A. and Vaughan, G.M. (2005), Social Psychology, Prentice-Hall, Harlow.
43. Holbrook, M.B. and Hirschman, E.C. (1982), "The experiential aspects of consumption: consumer fantasies, feelings, and fun" in Journal of Consumer Research, Vol. 9, No. 2, pp. 132-40.
44. Jacoby, J. and Kaplan, L.B. (1972), "The components of perceived risk" in Advances in Consumer Research, Vol. 1, No. 1, pp. 382-93.
45. Kaplan, L.B., Szybillo, G.J. and Jacoby, J. (1974), "Components of perceived risk in product purchase: a cross-validation" in Journal of Applied Psychology, Vol. 59, No. 3, pp. 287-91.
46. Koernig, S.K. (2003), "E-scapes: the electronic physical environment and service tangibility" in Psychology & Marketing, Vol. 20, No. 2, pp. 151-67.
47. Kwak, H., Fox, R.J. and Zinkhan, G.M. (2002), "What products can be successfully promoted and sold via the internet" in Journal of Advertising Research, January/February, pp. 23-38.
48. Lavine, H. (2004), "Attitude ambivalence in the realm of politics" in Haddock, G. and Maio, G.R. (Eds.), Contemporary Perspectives on the Psychology of Attitudes, Psychology Press, Hove, pp. 93-119.
49. Leone, L., Perugini, M. and Bagozzi, R.P. (2005), "Emotions and decision making: regulatory focus moderates the influence of anticipated emotions on action evaluations" in Cognition and Emotion, Vol. 19, No. 8, pp. 1175-98.
50. McCarthy, R. and Aronson, J.E. (2000), "Activating consumer response: a model for web site design strategy" in The Journal of Computer Information Systems, Vol. 41, No. 2, pp. 2-8.
51. Malhotra, N.K., Agarwal, J. and Peterson, M. (1996), "Methodological issues in cross-cultural marketing research: a state-of-the-art review" in International Marketing Review, Vol. 13, No. 5, pp. 7-43.
52. Mangleburg, T.F., Doney, P.M. and Bristol, T. (2004), "Shopping with friends and teens' susceptibility to peer influence" in Journal of Retailing, Vol. 80, No. 2, pp. 101-16.
53. Mariani, M.G. and Zappalà, S. (2006), "Risk perception in online shopping" in Zappalà, S. and Gray, C. (Eds.), Impact of E-Commerce on Consumers and Small Firms, Ashgate, Aldershot, pp. 207-21.
54. Mattila, A.S. and Wirtz, J. (2008), "The role of store environmental stimulation and social factors on impulse purchasing" in Journal of Services Marketing, Vol. 22, No. 7, pp. 562-7.
55. Maxwell, S. and Kover, A. (2003), "Negative affect: the dark side of retailing" in Journal of Business Research, Vol. 56, pp. 553-9.
56. Mehrabian, A. and Russell, J.A. (1974), An Approach to Environmental Psychology, MIT Press, Cambridge, MA.
57. Menon, S. and Kahn, B. (2002), "Cross-category effects of induced arousal and pleasure on the internet shopping experience" in Journal of Retailing, Vol. 78, No. 1, pp. 31-40.
58. Miller, N.E. (1944), "Experimental studies of conflict" in Hunt, J. McV. (Ed.), Personality and the Behavior Disorders, pp. 431-65.
59. Mitchell, V.-W. (1999), "Consumer perceived risk: conceptualisations and models" in European Journal of Marketing, Vol. 33, Nos 1/2, pp. 163-95.
60. Mitchell, V.-W. and Boustani, P. (1994), "A preliminary investigation into pre- and post-purchase risk perception and reduction" in European Journal of Marketing, Vol. 28, No. 1, pp. 56-71.
61. Mitchell, V.W. and Hogg, M.K. (1997), "Perceived risk - issues of identification and measurement for consumer research", Manchester School of Management, Manchester, working paper.
62. Mizerski, R.W. (1982), "An attribution explanation of the disproportionate influence of unfavorable information" in Journal of Consumer Research, Vol. 9, No. 3, pp. 301-10.
63. Monsuwe, T.P., Dellaert, B.G.C. and Ruyter, K. (2004), "What drives consumers to shop online? A literature review" in International Journal of Service Industry Management, Vol. 15, No. 1, pp. 102-21.
64. Olsen, S.O., Wilcox, J. and Olsson, U. (2005), "Consequences of ambivalence on satisfaction and loyalty" in Psychology & Marketing, Vol. 22, No. 3, pp. 247-69.
65. Otnes, C., Lowrey, T.M. and Shrum, L.J. (1997), "Toward an understanding of consumer ambivalence" in Journal of Consumer Research, Vol. 24, No. 1, pp. 80-93.
66. Palmer, J.W. (2002), "Web site usability, design, and performance metrics" in Information Systems Research, Vol. 13, No. 2, pp. 151-67.
67. Pan, Y. and Zinkhan, G.M. (2006), "Determinants of retail patronage: a meta-analytical perspective" in Journal of Retailing, Vol. 82, No. 3, pp. 229-43.
68. Paridon, T.J. (2004), "Retail opinion sharing: conceptualization and measurement" in Journal of Retailing and Consumer Services, Vol. 11, pp. 87-93.
69. Penz, E. and Kirchler, E. (2006), "Affective states, purchase intentions and perceived risk in online shopping" in Zappalà, S. and Gray, C. (Eds.), Impact of E-Commerce on Consumers and Small Firms, Ashgate, Aldershot, pp. 191-205.
70. Peter, C. and Beale, R. (2008), Affect and Emotion in Human-Computer Interaction: From Theory to Applications, Springer, Berlin.
71. Petty, R.E., Wegener, D.T. and Fabrigar, L.E. (1997), "Attitudes and attitude formation" in Annual Review of Psychology, Vol. 48, pp. 609-47.
72. Preacher, K.J. and Hayes, A.F. (2004), "SPSS and SAS procedures for estimating indirect effects in simple mediation models" in Behavior Research Methods, Vol. 36, No. 4, pp. 717-31.
73. Preacher, K.J. and Hayes, A.F. (2008), "Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models" in Behavior Research Methods, Vol. 40, No. 3, pp. 879-91.
74. Preacher, K.J., Rucker, D.D. and Hayes, A.F. (2007), "Addressing moderated mediation hypotheses: theory, methods, and prescriptions" in Multivariate Behavioral Research, Vol. 42, No. 1, pp. 185-227.
75. Priester, J.R. and Petty, R.E. (1996), "The gradual threshold model of ambivalence: relating the positive and negative bases of attitudes to subjective ambivalence" in Journal of Personality and Social Psychology, Vol. 71, No. 3, p. 431.
76. Reynolds, N.L., Simintiras, A.C. and Diamantopoulos, A. (2003), "Theoretical justification of sampling choices in international marketing research: key issues and guidelines for researchers" in Journal of International Business Studies, Vol. 34, No. 1, pp. 80-9.
77. Richard, M.-O. and Chandra, R. (2005), "A model of consumer web navigational behavior: conceptual development and application" in Journal of Business Research, Vol. 58, No. 8, pp. 1019-29.
78. Ruth, J.A., Brunel, F.F. and Otnes, C.E. (2002), "Linking thoughts to feelings: investigating cognitive appraisals and consumption emotions in a mixed-emotions context" in Journal of the Academy of Marketing Science, Vol. 30, No. 1, pp. 44-58.
79. Schachter, S. and Singer, J. (1962), "Cognitive, social, and physiological determinants of emotional state" in Psychological Review, Vol. 69, pp. 379-99.
80. Schiffman, L.G., Sherman, E. and Long, M.M. (2003), "Toward a better understanding of the interplay of personal values and the internet" in Psychology and Marketing, Vol. 20, No. 2, pp. 169-86.
81. Schwartz, S.H. and Zanna, M.P. (1992), "Universals in the content and structure of values: theoretical advances and empirical tests in 20 countries" in Advances in Experimental Social Psychology, Vol. 25, pp. 1-65.
82. Shim, S., Eastlick, M.A., Lotz, S.L. and Warrington, P. (2001), "An online prepurchase intentions model: the role of intention to search" in Journal of Retailing, Vol. 77, pp. 397-416.
83. Sinkovics, R.R. and Penz, E. (2005), "Empowerment of SME web sites: development of a web-empowerment scale and preliminary evidence" in Journal of International Entrepreneurship, Vol. 3, No. 4, pp. 303-15.
84. Spies, K., Hesse, F. and Loesch, K. (1997), "Store atmosphere, mood and purchasing behavior" in International Journal of Research in Marketing, Vol. 14, No. 1, pp. 1-17.
85. Stone, R.N. and Gronhaug, K. (1993), "Perceived risk: further considerations for the marketing discipline" in European Journal of Marketing, Vol. 27, No. 3, pp. 39-50.
86. Tai, S.H.C. and Fung, A.M.C. (1997), "Application of environmental psychology model to in-store buying behaviour" in The International Review of Retail, Distribution and Consumer Research, Vol. 7, No. 4, pp. 311-37.
87. Tan, S.J. (1999), "Strategies for reducing consumers' risk aversion in internet shopping" in The Journal of Consumer Marketing, Vol. 16, No. 2, pp. 163-80.
88. Teo, T.S.H. and Yeong, Y.D. (2003), "Assessing the customer decision process in the digital marketplace" in Omega, Vol. 31, No. 5, pp. 349-63.
89. Thompson, M.M. and Zanna, M.P. (1995), "The conflict individual: personality-based and domain specific antecedents of ambivalent social attitudes" in Journal of Personality, Vol. 63, pp. 259-88.
90. Tractinsky, N. and Rao, V.S. (2001), "Incorporating social dimensions in web-store design" in Human Systems Management, Vol. 20, No. 2, pp. 105-21.
91. Updegraff, J.A., Gable, S.L. and Taylor, S.E. (2004), "What makes experiences satisfying? The interaction of approach-avoidance motivations and emotions in wellbeing" in Journal of Personality and Social Psychology, Vol. 86, No. 3, pp. 496-504.
92. Van Kenhove, P. and Desrumaux, P. (1997), "The relationship between emotional states and approach or avoidance responses in a retail environment" in The International Review of Retail, Distribution and Consumer Research, Vol. 7, No. 4, pp. 351-68.
93. Wang, Y.-S. and Tang, T.-I. (2003), "Assessing customer perceptions of web site service quality in digital marketing environments" in Journal of End User Computing, Vol. 15, No. 3, pp. 14-31.
94. Watson, L. and Spence, M.T. (2007), "Causes and consequences of emotions on consumer behaviour; a review and integrative cognitive appraisal theory" in European Journal of Marketing, Vol. 41, Nos 5/6, pp. 487-511.
95. Wikström, S. (2005), "From e-channel to channel mix and channel integration" in Journal of Marketing Management, Vol. 21, Nos 7/8, pp. 725-53.
96. Wu, C.-S., Cheng, F.-F. and Yen, D.C. (2008), "The atmospheric factors of online storefront environment design: an empirical experiment in Taiwan" in Information & Management, Vol. 45, No. 7, pp. 493-8.
97. Zaichkowsky, J.L. (1985), "Measuring the involvement construct" in Journal of Consumer Research, Vol. 12, No. 3, pp. 341-52.
98. Zaichkowsky, J.L. (1994), "The personal involvement inventory: reduction, revision, and application to advertising" in Journal of Advertising, Vol. 23, No. 4, pp. 59-70.
99. Sparks, P. (2000), "Subjective expected utility-based attitude-behavior models: the utility of self-identity" in Terry, D.J. and Hogg, M.A. (Eds.), Attitudes, Behavior, and Social Context. The Role of Norms and Group Membership, Lawrence Erlbaum, Mahwah, NJ, pp. 31-46.