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

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

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.

Suggested Citation

  • Park, Inyoung & Lee, Jieon & Lee, Daeho & Lee, Changjun & Chung, Won Young, 2022. "Changes in consumption patterns during the COVID-19 pandemic: Analyzing the revenge spending motivations of different emotional groups," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    • Handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004409
    DOI: 10.1016/j.jretconser.2021.102874
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    Cited by:

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    2. Zielke, Stephan & Komor, Marcin & Schlößer, Andrea, 2023. "Coping strategies and intended change of shopping habits after the Corona pandemic – Insights from two countries in Western and Eastern Europe," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    3. Serravalle, Francesca & Pantano, Eleonora, 2023. "Mastering care management strategies to improve retailing: Mechanisms, capabilities, impacts and emerging opportunities," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Liu, Yanfeng & Cai, Lanhui & Ma, Fei & Wang, Xueqin, 2023. "Revenge buying after the lockdown: Based on the SOR framework and TPB model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Ola Bareja-Wawryszuk & Tomasz Pajewski & Kübra Müge Çakaröz & Baki Kavas, 2022. "Changes in Consumer Behavior during the COVID-19 Pandemic: A Comparative Analysis between Polish and Turkish Consumers," Sustainability, MDPI, vol. 14(16), pages 1-11, August.
    6. Antonis A. Michis, 2023. "Retail distribution evaluation in brand-level sales response models," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 366-378, September.
    7. Waites, Stacie F. & Stevens, Jennifer L. & Hancock, Tyler, 2023. "Trauma's effects on shopper choice confusion: The role of psychological hardiness and retailer strategies as mitigating factors," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    8. Ruíz-Rúa, Aurora & Fernández-Bonilla, Fernando & Gijón, Covadonga, 2023. "Why do we consume as we do? The case of ICT spending in the Spanish market," 32nd European Regional ITS Conference, Madrid 2023: Realising the digital decade in the European Union – Easier said than done? 278016, International Telecommunications Society (ITS).

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