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Article
Publication date: 15 February 2011

Elfriede Penz and Margaret K. Hogg

Mixed emotions (i.e. consumer ambivalence) play a central role in approach‐avoidance conflicts in retailing. In order to assess how consumer ambivalence impacts shopping…

18459

Abstract

Purpose

Mixed emotions (i.e. consumer ambivalence) play a central role in approach‐avoidance conflicts in retailing. In order to assess how consumer ambivalence impacts shopping behaviour, this paper seeks to conceptualize and investigate the multi‐dimensional antecedents of approach‐avoidance conflicts, experienced by shoppers in changing retail environments, and the importance of approach‐avoidance conflicts for consumers' decision to stay and complete their purchase in that particular shopping channel.

Design/methodology/approach

Using a cross‐country study, which compared online and offline consumers, the paper tested the influence of the situation, product, and reference group on shoppers' intentions; and identified how consumers' mixed emotions influenced approach‐avoidance conflicts in different retail settings.

Findings

Whereas some distinctions could be drawn between online and offline contexts when examining the impact of market‐related, product‐related and social factors on consumers' decision to shop (H1, H2, H3 and H4), no clear distinction could be drawn between online and offline channels in terms of mediating effects of mixed emotions (H5, H6 and H7). Mixed emotions (ambivalence) did mediate the impact of certain product‐related, market‐related and personal factors on consumers' intention to purchase.

Practical implications

Retailers need to reduce the impact of consumers' emotional responses to the retail setting where mixed emotions are likely to lead to consumers leaving the stores. For online shops, those retailers are successful who are able to induce behavioural reactions that make consumers return and explore the web site and not use it for search only.

Originality/value

Responding to calls for further research on mixed emotions and their consequences, the paper captures the complex impact of consumers' mixed emotions on approach‐avoidance conflicts, and thereby extends earlier work on consumer ambivalence.

Details

European Journal of Marketing, vol. 45 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 2 March 2012

Johye Hwang, So‐Yeon Yoon and Lawrence J. Bendle

Recognizing that crowding in a restaurant waiting area forms a first impression of service and sets service expectations, the purpose of this study is to investigate the impact of…

4819

Abstract

Purpose

Recognizing that crowding in a restaurant waiting area forms a first impression of service and sets service expectations, the purpose of this study is to investigate the impact of crowding in the effective control of the waiting environment. The study seeks to examine the impact of crowding on customers' emotions and approach‐avoidance responses and to examine the mediating role of emotion and the moderating role of desired privacy in the relationship between crowding and approach‐avoidance responses.

Design/methodology/approach

Using real‐scale, interactive virtual reality (VR) technology that allows high‐fidelity representations of real environments, the authors created a navigable, photo‐realistic three‐dimensional model of a restaurant waiting area. Through an experimental study which manipulated crowding levels in the VR restaurant, they surveyed the subjects' responses toward crowding conditions.

Findings

The study found significant effects of crowding on emotions including arousal and dominance, but not pleasure, and on approach‐avoidance responses. The impact of crowding on approach‐avoidance responses was more direct than indirect, without having emotion as a mediator. It was also found that the desire for privacy as a psychological trait moderated the relationship between crowding and affiliation.

Practical implications

The findings of this study offer restaurant managers insights toward the effective management of the pre‐process service environment during the waiting state that minimizes the negative consequences of waiting/crowding. This study provides three courses of management actions that can make unavoidable crowding in the restaurant waiting situation more enjoyable and comfortable.

Originality/value

By using VR simulation, this study adds a new approach for crowding studies. Theoretically, this study broadened the scope of crowding studies by adding a potential mediating variable, emotions, and a moderating variable, desired privacy, in examining the relationship between crowding and approach‐avoidance responses. Also, by focusing on a restaurant waiting area, the authors were able to explore the pre‐process service expectations.

Details

International Journal of Contemporary Hospitality Management, vol. 24 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 1 September 2002

Letecia N. Moye and Valerie L. Giddings

The purpose of this research was to examine the four aspects of approach‐avoidance behavior (physical, exploratory, communication, performance and satisfaction) of older apparel…

2735

Abstract

The purpose of this research was to examine the four aspects of approach‐avoidance behavior (physical, exploratory, communication, performance and satisfaction) of older apparel consumers (those aged 65 and over). This research also examined the differences in age and shopping orientations relative to the importance of retail store attributes. Participants were 208 older consumers residing in the Southeastern part of the USA. Survey results revealed that older consumers preferred to shop department stores and mass merchandisers for clothing. These consumers reported they would spend more time and money in retail stores that offered credit, discounts for those 65 and over, and liberal return policies. Furthermore, they reported they would not return to and would avoid looking around in retail stores without chairs or benches, with difficult to find items, inferior products, and poor business practices. No differences were found in the age of older consumers relative to the importance of store attributes and shopping orientations. However, differences were found in the shopping orientation groups relative to the importance placed on store attributes.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 6 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 12 July 2022

James O. Stanworth, Wan-Hsuan Yen and Clyde A. Warden

Student motivation underpins the challenge of learning, made more complex by the move to online education. While emotions are integral to students' motivation, research has, to…

Abstract

Purpose

Student motivation underpins the challenge of learning, made more complex by the move to online education. While emotions are integral to students' motivation, research has, to date, overlooked the dualistic nature of emotions that can cause stress. Using approach-avoidance conflict theory, the authors explore this issue in the context of novel online students' responses to a fully online class.

Design/methodology/approach

Using a combination of critical incident technique and laddering, the authors implemented the big data method of sentiment analysis (SA) which results in approach tables with 1,318 tokens and avoid tables with 1,090 tokens. Using lexicon-based SA, the authors identify tokens relating to approach, avoid and mixed emotions.

Findings

The authors implemented the big data method of SA which results in approach tables with 1,318 tokens and avoid tables with 1,090 tokens. Using lexicon-based SA, the authors identify tokens relating to approach, avoid and mixed emotions. These ambivalent emotions provide an opportunity for teachers to rapidly diagnose and address issues of student engagement in an online learning class.

Originality/value

Results demonstrate the practical application of SA to unpack the role of emotions in online learner motivation.

Details

Online Information Review, vol. 47 no. 2
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 13 April 2020

Ci-Rong Li, Yanyu Yang, Chen-Ju Lin and Ying Xu

This research adopts a dynamic self-regulation framework to test whether there is a curvilinear relationship between creative self-efficacy and individual creative performance at…

Abstract

Purpose

This research adopts a dynamic self-regulation framework to test whether there is a curvilinear relationship between creative self-efficacy and individual creative performance at the within-person level. Furthermore, to establish a boundary condition of the predicted relationship, the authors build a cross-level model and examine how approach motivation and avoidance motivation moderate the complex relationship between creative self-efficacy and individual creative performance.

Design/methodology/approach

To obtain results from a within-person analysis, the authors collect multi-source data from 125 technicians who provided monthly reports over an 8-month period.

Findings

The authors find evidence of an inverted U-shaped relationship between creative self-efficacy and individual creative performance at the within-person level and differential moderating effects of approach/avoidance motivations.

Originality/value

This study is one of the first to challenge the assumption that creative self-efficacy always has a positive linear relationship with creativity. It provides a more complete view of the complex pattern between creative self-efficacy and creativity at the within-person level.

Article
Publication date: 28 February 2023

Megan Phillips and Jessica Vredenburg

Hygiene theater is a new phenomenon that has emerged from the ongoing Coronavirus (Covid-19) global pandemic. The authors propose and test the concept of hygiene theater …

Abstract

Purpose

Hygiene theater is a new phenomenon that has emerged from the ongoing Coronavirus (Covid-19) global pandemic. The authors propose and test the concept of hygiene theater – comprised of purposeful and visible dynamic performance and static staging cues – on customers' approach-avoidance intentions in the retail environment. The authors explore the underlying process and show when environmental conditions such as human crowding dilute the positive effects of hygiene theater.

Design/methodology/approach

Across three experiments, participants evaluated a video or scenario related to a shopping experience in a retail store. Sequential mediation and moderated sequential mediation using PROCESS were performed.

Findings

The results show a positive and direct effect of hygiene visibility on approach responses, due to a reduction in perceived risk and increased psychological comfort. This positive effect is diluted when crowding in the retail environment is high.

Originality/value

As society adapts to a new normal, this study offers contributions to improve theoretical knowledge of the impact of hygiene theater on customer approach responses, helping retailers to develop and implement health and safety policies, better equipping them to manage similar situations going forward. The authors provide insights for academics and practitioners alike.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 9/10
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 29 April 2021

Ezgi Kırıcı Tekeli and Aziz Gökhan Özkoç

It is understood that the personality traits and intelligence levels of the tourist guides directly or indirectly affect their ability to solve the problems they encounter on…

Abstract

Purpose

It is understood that the personality traits and intelligence levels of the tourist guides directly or indirectly affect their ability to solve the problems they encounter on tours. This study aims to test whether emotional intelligence has an intermediary effect on the problem-solving skills of professional tourist guides with perfectionist personality traits.

Design/methodology/approach

Field research was conducted within the study to analyze suggestions on the interaction of variables on an empirical basis, and data were collected using interview, document review and survey technique. Thus, the mixed-methods approach was used in the study. Within the scope of this study in which 410 professional tourist guides were surveyed, a substantial part of the research data was obtained through the application of the survey technique. Besides, interviews were carried out with 12 professional tourist guides. The clues obtained by the qualitative study were transformed into hypotheses within the scope of the quantitative study, and the intermediary effect was tested.

Findings

A relationship between the main themes, sub-themes and codes was determined within the framework of the qualitative method. As a result of the mediation test, it has been revealed that emotional intelligence has an intermediary role in the relationship between perfectionism and problem-solving skills. According to the results of bootstrapping, the indirect effect of emotional intelligence on perfectionism and problem-solving skills was found out to be significant.

Practical implications

The study acknowledged that positive perfectionism, high emotional intelligence and problem-solving skills contributed to the professional tourist guides being willing to provide better service. In tune with the assumption that the more the quality of the tours carried out through agencies increases, the more satisfied tourists are; the study implicated that it would be advisable for agencies to prioritize the trainings provided for their tour guides to enhance their positive perfectionist, emotionally intelligent personalities and problem-solving skills. Given that professional tourist guides may create a positive country image with the quality service they provide, the significance of such trainings stretch beyond the benefits of such organizations.

Originality/value

Relevant variables were analyzed with a mixed method and applied on professional tourist guides.

Details

Journal of Hospitality and Tourism Insights, vol. 5 no. 3
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 12 September 2017

Wenxia Guo and Kelley Main

Adaptive selling can help build positive relationships between salespeople and consumers. The literature shows that consumers respond positively to salespeople under approach but…

1173

Abstract

Purpose

Adaptive selling can help build positive relationships between salespeople and consumers. The literature shows that consumers respond positively to salespeople under approach but not avoidance motivations. This paper aims to demonstrate a circumstance under which consumers with avoidance motivations can also respond positively, something not previously shown in the literature.

Design/methodology/approach

This research paper uses three experimental between-subject designs to test hypotheses.

Findings

The current research identifies appropriate sales influence tactics (e.g. a customer-autonomy-oriented or a loss-avoidance-oriented influence tactic) where consumers with avoidance motivations can also respond to sales agents positively by the evidence of higher purchase intentions. In addition, this research shows that consumers with approach motivations may not always respond positively to salespeople. Further, goal facilitation appraisals of the salespeople serve as a mechanism between consumers’ shopping motivations and their behavioral responses (e.g. purchase intentions).

Originality/value

First, while the previous literature demonstrates that approach motivations generally lead to more positive effects (Elliot and Trash, 2002), this research indicates that avoidance motivations can also have positive effects, which is a finding that has not been demonstrated in the literature thus far. Second, this research identifies goal facilitation appraisals as one underlying process that explains the interactive effect between matching influence tactics and consumers’ approach/avoidance motivations when shopping. Third, the authors integrate regulatory focus theory by using gain- or loss-avoidance-oriented sales influence tactics to match approach and avoidance motivations.

Details

European Journal of Marketing, vol. 51 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 28 December 2021

Istijanto and Indria Handoko

Bubble tea has become a popular beverage among the Gen-Z population in recent years, not only in Asia where this beverage originated, but also worldwide. This research aims to…

3510

Abstract

Purpose

Bubble tea has become a popular beverage among the Gen-Z population in recent years, not only in Asia where this beverage originated, but also worldwide. This research aims to understand the motivational factors of Gen-Z consumers in Indonesia in purchasing bubble tea products.

Design/methodology/approach

This research adopts a qualitative methodology by interviewing 22 Gen-Z consumers living in Indonesia. A thematic-analysis approach and NVivo software are applied for the data analysis.

Findings

Eight factors, i.e. taste, texture, packaging, store, price, health, trend and brand, play important roles in explaining how the emotional dimensions (pleasure, arousal and dominance) created by the environmental stimuli of bubble tea were approached or avoided within the purchasing behaviors of Gen-Z consumers. This study also identified affiliation behaviors as the result of interactions between the three dimensions.

Research limitations/implications

As a qualitative study, this research used a particular and limited context to gain insights. Hence, a broader scale of research using a quantitative approach is recommended to validate the factors influencing purchasing behavior among the Gen-Z population.

Practical implications

This study can help practitioners to gain a better understanding of Gen-Z consumers’ behaviors on beverage products and to formulate effective marketing strategies.

Originality/value

To the best of the authors’ knowledge, by adopting a qualitative approach, this study is among the first to explore more deeply the emotional dimensions that drive Gen-Z’s decisions regarding whether to purchase a bubble tea product or not.

Details

Young Consumers, vol. 23 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 15 February 2011

Jung‐Hwan Kim and Rodney Runyan

This study aims to investigate how density conditions caused by multiple kiosks in shopping mall walkways affect shoppers' shopping outcomes based on psychological reactance…

2186

Abstract

Purpose

This study aims to investigate how density conditions caused by multiple kiosks in shopping mall walkways affect shoppers' shopping outcomes based on psychological reactance theory and behavioural constraint theory.

Design/methodology/approach

The experiment uses a one‐factor between‐subjects design with two levels of density conditions (high vs low). A total of 382 respondents participated.

Findings

The findings of this paper indicate that respondents perceive the environment with kiosks as crowded and this perception of crowdedness negatively affects their approach behaviour, leading to lower intentions to patronise.

Practical implications

Findings provide practical information to mall managers by indicating that kiosks within a shopping mall negatively affect shopper patronage and approach intentions. Thus, mall managers need to pay more attention to the environmental atmospherics of the mall itself.

Originality/value

The paper is the first empirical research which examines how kiosks within a mall affect shopper shopping responses. The findings of this study add to the existing literature by examining how kiosks within a mall impact shoppers' psychological states and subsequently their approach/avoidance behaviours towards the shopping mall and patronage intention.

Details

International Journal of Retail & Distribution Management, vol. 39 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

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