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The consumer–activity relationship and separation distress

Matthew A. Hawkins (Department of Marketing, ICN Business School, Nancy, France and CEREFIGE, Université de Lorraine, Nancy, France)
Anastasia Thyroff (Department of Marketing, Clemson University, Clemson, South Carolina, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 24 March 2023

Issue publication date: 30 March 2023

316

Abstract

Purpose

Despite the rich history of examining the connections between symbolic consumption and identity formation, nearly all the research has focused on brands and possessions; the role of activities has been critically overlooked. This study aims to expand marketing’s understanding of identity formation by examining it in conjunction with attribution theory, exploring the relationship between activity engagement and separation distress.

Design/methodology/approach

A pilot study (n = 90) using a thematic content analysis reveals six themes (i.e. separation distress, negative emotions, indifference, adapting, positive decision and acceptance), providing support for the conceptual model. The main study (n = 347) tests the conceptual model via five hypotheses.

Findings

Self-worth match with an activity predicts the perceived separation distress of stopping the activity. Furthermore, self-activity connection mediates this relationship, but only if consumers believe they are in control of or the cause for stopping the activity.

Research limitations/implications

This research provides critical baseline understanding of activity consumption. Yet, future research on the topic of activities is needed to advance activity engagement as a unique category of consumer behavior.

Practical implications

To craft effective messaging and strategies, marketers should consider the meaning and value embedded in consumer activities (not just possessions and brands).

Originality/value

This research reveals that consumers use activities to construct their identity and manage their self-worth. It also demonstrates that stopping an activity may lead to separation distress.

Keywords

Acknowledgements

The authors would like to thank Rosellina Ferraro for her data analysis guidance and all their research participants for taking the time to help them. They would also like to thank the two reviewers for their constructive comments and the AE for their supportive guidance.

Citation

Hawkins, M.A. and Thyroff, A. (2023), "The consumer–activity relationship and separation distress", European Journal of Marketing, Vol. 57 No. 4, pp. 930-956. https://doi.org/10.1108/EJM-11-2021-0866

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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