In the last decades, the paradigm that consumer decisions are driven only by rational components has been shifted. Anticipated Emotions (AEs) - perceived consequences of decision outcome, emerged as valid influencers on behavior. AEs effects can vary depending on what consumers buy, while for peculiar goods may not apply at all. For instance, some scholars assume that frequent purchases of necessity goods might be instinctive and purely rational, while for luxury goods emotional components might be the key decision influencers. AEs effects on necessity vs luxury goods had never been empirically assessed before, therefore this work takes the challenge to evaluate it. Specifically, the study assumes that AEs impact both good categories, however, those effects are significantly different and can be better understood with the valence-based approach: necessity goods are affected more by negative AEs, while luxury goods by positive ones. For reaching the research objective, the conceptual model was developed with the core idea that AEs influences attitudes, which together with subjective norms form the behavioral intention. Relationships within the model were tested by assigning measures to each construct and evaluating them through the self-reported emotions technique. Responses from 203 individuals were evaluated through the PLS-SEM methodology. Results confirmed that (i) both necessity and luxury goods purchase intentions are impacted by AEs, however (ii) the good category necessity vs luxury is a valid moderator, and differences between AEs effects are significant. In particular, (iii) luxury goods are affected by positive AEs, but not negative ones, while (iv) for necessity goods there is a significant influence of negative AEs, but no strong effects of positive ones. Implications of findings both for academics and managers were discussed and reported.
Negli ultimi decenni, il paradigma secondo cui le decisioni dei consumatori sono guidate solo da componenti razionali è cambiato. Le emozioni anticipate (AE) - conseguenze percepite dell'esito della decisione, sono emerse come validi fattori di influenza sul comportamento. Gli effetti delle AE possono variare a seconda di ciò che i consumatori acquistano, mentre per beni particolari potrebbero non applicarsi affatto. Ad esempio, alcuni studiosi ipotizzano che gli acquisti frequenti di beni di prima necessità possano essere istintivi e puramente razionali, mentre per i beni di lusso le componenti emotive a chiave delle decisioni potrebbero essere gli influencer. Gli effetti delle AE sui beni di prima necessità rispetto ai beni di lusso non erano mai stati considerati empiricamente prima, per cui questo lavoro ha accettato la sfida di valutarli.Nello specifico, lo studio presuppone che le AE abbiano un impatto su entrambe le categorie di beni, tuttavia, tali effetti sono significativamente diversi e possono essere meglio compresi con l'approccio basato sulla valenza: i beni di necessità sono influenzati maggiormente dalle AE negative, mentre i beni di lusso da quelle positive. Per raggiungere l'obiettivo della ricerca, il modello concettuale è stato sviluppato con l'idea centrale che le AE influenzino gli atteggiamenti, che insieme alle norme soggettive formano l'intenzione comportamentale. Le relazioni all'interno del modello sono state testate assegnando delle misure a ciascun costrutto e valutate attraverso la tecnica delle emozioni auto-segnalate. Le risposte di 203 candidati sono state esaminate attraverso la metodologia PLS-SEM. I risultati hanno confermato che (i) le intenzioni di acquisto di beni di prima necessità e di lusso sono influenzate dalle AE, tuttavia (ii) la categoria dei beni di prima necessità Vs quelli di lusso è un valido moderatore e le differenze tra gli effetti delle AE sono significative. In particolare, (iii) i beni di lusso risentono di AE positive, ma non negative, mentre (iv) per i beni di prima necessità vi è un'influenza significativa di AE negative, ma nessun evidente effetto di quelle positive. Sono state discusse e riportate le implicazioni dei risultati sia per i candidati accademici che per i manager.
Luxury and necessity goods : how anticipated emotions shape purchase intentions
Istomina, Mariia
2020/2021
Abstract
In the last decades, the paradigm that consumer decisions are driven only by rational components has been shifted. Anticipated Emotions (AEs) - perceived consequences of decision outcome, emerged as valid influencers on behavior. AEs effects can vary depending on what consumers buy, while for peculiar goods may not apply at all. For instance, some scholars assume that frequent purchases of necessity goods might be instinctive and purely rational, while for luxury goods emotional components might be the key decision influencers. AEs effects on necessity vs luxury goods had never been empirically assessed before, therefore this work takes the challenge to evaluate it. Specifically, the study assumes that AEs impact both good categories, however, those effects are significantly different and can be better understood with the valence-based approach: necessity goods are affected more by negative AEs, while luxury goods by positive ones. For reaching the research objective, the conceptual model was developed with the core idea that AEs influences attitudes, which together with subjective norms form the behavioral intention. Relationships within the model were tested by assigning measures to each construct and evaluating them through the self-reported emotions technique. Responses from 203 individuals were evaluated through the PLS-SEM methodology. Results confirmed that (i) both necessity and luxury goods purchase intentions are impacted by AEs, however (ii) the good category necessity vs luxury is a valid moderator, and differences between AEs effects are significant. In particular, (iii) luxury goods are affected by positive AEs, but not negative ones, while (iv) for necessity goods there is a significant influence of negative AEs, but no strong effects of positive ones. Implications of findings both for academics and managers were discussed and reported.| File | Dimensione | Formato | |
|---|---|---|---|
|
2021_07_Istomina.pdf
accessibile in internet per tutti
Descrizione: LUXURY AND NECESSITY GOODS: HOW ANTICIPATED EMOTIONS SHAPE PURCHASE INTENTIONS
Dimensione
2.24 MB
Formato
Adobe PDF
|
2.24 MB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/177494