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“Man, I shop like a woman!” The effects of gender and emotions on consumer shopping behaviour outcomes

Márcia Maurer Herter (NEOMA Business School, Behavioral Sciences Research Center, Reims, France)
Cristiane Pizzutti dos Santos (Grupo de Estudos em Marketing, Universidade Federal do Rio Grande do Sul, Porto Alegre, Brazil)
Diego Costa Pinto (ESPM/Unilasalle, Porto Alegre, Brazil)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 2 September 2014

5850

Abstract

Purpose

Research suggests that women demonstrate higher levels of shopping satisfaction, recommendation, return intentions, and hedonic shopping than men. However, is it possible to reduce the effects of gender on shopping behaviour? The purpose of this paper is to explore how the interaction between gender and emotions affects consumers’ shopping behaviour outcomes.

Design/methodology/approach

Two studies show the effects of gender and emotions on shopping behaviour outcomes. Study 1 is a field experiment that tests the effects of gender and emotions (positive vs neutral) on consumer satisfaction, recommendation, and return intentions. Study 2 is a laboratory experiment that explores the effects of gender and emotions (positive, neutral, and negative) on hedonic shopping.

Findings

Results demonstrate that positive (vs neutral) emotions increase shopping behaviour outcomes for men, to reach the same level as for women. The findings also indicate that retail environment perception mediates the effects. Moreover, the results show that positive emotions increase levels of hedonic shopping for men and that negative emotions reduce levels of hedonic shopping for women.

Practical implications

This paper helps retailers enhance shopping behaviour outcomes in retail environments. From a managerial perspective, the findings also provide insights on how to improve shopping behaviour outcomes for male consumers.

Originality/value

This paper shows how to reduce gender effects on consumer shopping behaviour outcomes by activating specific emotions in retail environments. This research also demonstrates the mediating role of retail environment perception.

Keywords

Citation

Maurer Herter, M., Pizzutti dos Santos, C. and Costa Pinto, D. (2014), "“Man, I shop like a woman!” The effects of gender and emotions on consumer shopping behaviour outcomes", International Journal of Retail & Distribution Management, Vol. 42 No. 9, pp. 780-804. https://doi.org/10.1108/IJRDM-03-2013-0066

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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