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Consumers Under Lockdown: Self-Gifting and Mood Alleviation

In: Strategic Innovative Marketing and Tourism in the COVID-19 Era

Author

Listed:
  • Antigone G. Kyrousi

    (Deree-The American College of Greece)

  • Athina Y. Zotou

    (Deree-The American College of Greece)

  • Eirini Koronaki

    (University of Western Macedonia)

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.

Suggested Citation

  • Antigone G. Kyrousi & Athina Y. Zotou & Eirini Koronaki, 2021. "Consumers Under Lockdown: Self-Gifting and Mood Alleviation," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Stephen J. Havlovic & Natalya Totskaya (ed.), Strategic Innovative Marketing and Tourism in the COVID-19 Era, pages 39-47, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-66154-0_5
    DOI: 10.1007/978-3-030-66154-0_5
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