"Man, I Shop Like a Woman!" The Effects of Gender and Emotions on Consumer Shopping Behaviour Outcomes. Issue 9 (19th August 2014)

• Record Type: Journal Article
• Authors: Herter, Márcia Maurer; dos Santos, Cristiane Pizzutti; Costa Pinto, Diego; Towers, Neil
• Is Part Of: International journal of retail & distribution management. Volume 42:Issue 9(2014)
• Publication Date: 2014-08-19
• Subjects: Retail trade -- Management -- Periodicals; Physical distribution of goods -- Management -- Periodicals; 658.87
• DOI: 10.1108/IJRDM-03-2013-0066
• Languages: English
• ISSNs: 0959-0552

Abstract

<abstract> <title> <x content-type="archive" xml:space="preserve">Abstract</x> </title> <sec sec-type="purpose"> <title>Purpose</title> <p>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? This paper explores how the interaction between gender and emotions affects consumers' shopping behaviour outcomes.</p> </sec> <sec sec-type="design|methodology|approach"> <title>Design/methodology/approach</title> <p>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.</p> </sec> <sec sec-type="findings"> <title>Findings</title> <p>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. </p> </sec> <sec sec-type="practical implications"> <title>Practical implications</title> <p>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.</p> </sec> <sec sec-type="originality|value"> <title>Originality/value</title> <p>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.</p> </sec> </abstract>