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Determinants of a lasting purchase: The case of the tattoo patron

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  • Sierra, Jeremy J.
  • Jillapalli, Ravi K.
  • Badrinarayanan, Vishag A.

Abstract

Evidence suggests that both cognitive and emotive factors elucidate consumer decision processes; yet, research exploring such factors jointly (i.e., a dual-process approach) as antecedents of high-involvement, lasting purchases is lacking. To address this paucity, we developed two studies, each with a unique dual-process model for explaining consumers’ intention to get a tattoo. Study 1 explores anticipated regret about getting a tattoo, emotional response before and now regarding a tattoo purchase, and self-expression via tattoo acquisition. Study 2 examines perceived trust in the tattoo artist, self-esteem, attitude toward art paintings, and age as determinants of intention to get a tattoo. Data collected for testing these models support dual-process theory in the tattoo context. Implications and future research directions are offered.

Suggested Citation

  • Sierra, Jeremy J. & Jillapalli, Ravi K. & Badrinarayanan, Vishag A., 2013. "Determinants of a lasting purchase: The case of the tattoo patron," Journal of Retailing and Consumer Services, Elsevier, vol. 20(4), pages 389-399.
    • Handle: RePEc:eee:joreco:v:20:y:2013:i:4:p:389-399
    DOI: 10.1016/j.jretconser.2013.01.014
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    Cited by:

    1. Fernandes, Teresa & Nettleship, Heather & Pinto, Luísa Helena, 2022. "Judging a book by its cover? The role of unconventional appearance on social media influencers effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Shoppers’ attachment with retail stores: Antecedents and impact on patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 371-378.
    3. Gupta, Aditya & Eilert, Meike & Gentry, James W., 2020. "Can I surprise myself? A conceptual framework of surprise self-gifting among consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Kincaid, Paula A. & Short, Jeremy C. & Wolfe, Marcus T., 2022. "Got ink, get paid? Exploring the impact of tattoo visibility on crowdfunding performance," Journal of Business Venturing Insights, Elsevier, vol. 17(C).
    5. Sakib, MD Nazmus & Zolfagharian, Mohammadali & Yazdanparast, Atefeh, 2020. "Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics, consumer readiness, and health consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).

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