The impact of emotions on consumer behaviour: Exploring gender differences

Abstract

Recent research has suggested that emotions play an important role in consumer behaviour. The main aim of this study was to investigate the relationships between emotions and consumer tendencies and gender differences within these relationships. Literature is abundant on gender differences and consumer behaviour. However, in the context of gender differences and the impact of emotions on consumer behaviour,  the literature is still nascent. As a result, this study will significantly contribute to developing literature on the topic.The sample included 439 participants from the general population (47% female, 53% male), aged between 19 to 65 (M = 39.00, SD = 10.14). Data were collected by using several self-report questionnaires. Results showed that both positive and negative feelings significantly influenced consumer behaviour. These relationships were particularly pronounced in the exploratory acquisition of products. The results highlighted the importance of emotions in explaining consumer behaviour and showed that gender moderates the influences of positive feelings on the exploratory acquisition of products as well as the impacts of positive feelings on exploratory information seeking.

Keywords: Positive and negative feelings, Consumer behaviour, Gender differences

DOI: 10.7176/JMCR/88-05

Publication date: February 28^th 2023