Effects of emotions, sex, self-control, and public self-consciousness on Black Friday misbehavior
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Addressing the growing adoption of Black Friday (BF) promotions and related BF misbehavior in the US and elsewhere, we examined the mechanism by which emotions, self-control, and public selfconsciousness impact BF consumer misbehavior. We also investigated to what extent women and men diff er with regard to how these variables aff ect misbehavior on BF. Student participants were former in-store BF shoppers ( n = 411) who completed an online questionnaire. Emotions evoked via scenarios simulating realistic BF shopping situations aff ected the likelihood of engaging in BF misbehavior for both men and women. Both negative emotion (anger) and positive emotion (thrill) increased the likelihood of misbehaving on BF. There were sex diff erences in how self-control and public self-consciousness impacted BF misbehavior. For men, self-control had both a direct and moderating eff ect on the likelihood of BF misbehavior, but it had no impact on women. Self-control reduced men’s likelihood of misbehavior despite anger aroused on BF. For women, public selfconsciousness moderated how anger aff ected misbehavior likelihood, but not for men. Findings off er new insights into factors fueling and inhibiting potential misbehavior on BF.
Abstract
Addressing the growing adoption of Black Friday (BF) promotions and related BF misbehavior in the US and elsewhere, we examined the mechanism by which emotions, self-control, and public selfconsciousness impact BF consumer misbehavior. We also investigated to what extent women and men diff er with regard to how these variables aff ect misbehavior on BF. Student participants were former in-store BF shoppers ( n = 411) who completed an online questionnaire. Emotions evoked via scenarios simulating realistic BF shopping situations aff ected the likelihood of engaging in BF misbehavior for both men and women. Both negative emotion (anger) and positive emotion (thrill) increased the likelihood of misbehaving on BF. There were sex diff erences in how self-control and public self-consciousness impacted BF misbehavior. For men, self-control had both a direct and moderating eff ect on the likelihood of BF misbehavior, but it had no impact on women. Self-control reduced men’s likelihood of misbehavior despite anger aroused on BF. For women, public selfconsciousness moderated how anger aff ected misbehavior likelihood, but not for men. Findings off er new insights into factors fueling and inhibiting potential misbehavior on BF.
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