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The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition

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A Special Issue of Behavioral Sciences (ISSN 2076-328X) belonging to the section "Behavioral Economics".

Deadline for manuscript submissions: closed (30 June 2026) | Viewed by 79230

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Prof. Dr. Rogelio Puente-Diaz

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Business and Economic School, Universidad Anáhuac México, Huixquilucan 52786, Mexico
Interests: creativity; self-beliefs; situated cognition; consumer decision making
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

Last year, we issued a call for papers, asking researchers to focus on the emotional antecedents and consequences of buying behavior. The call for papers was well received, with more than 20 submissions. Given the success of this first call, we are making a second call for papers on the emotional antecedents and consequences of buying behavior. Based on the articles submitted to the first call, we encourage researchers to do the following for this second call for papers: (1) Focus on specific emotions as opposed to general positive or negative affect. Conceptual developments and empirical work on specific emotions, such as curiosity (Litman, 2005), pride (McFerran, Aquino, & Tracy, 2014), and nostalgia (Puente-Díaz & Cavazos-Arroyo, 2021), to mention a few, have significantly increased our understanding of the implications of specific emotions for consumption and buying behavior. Thus, we encourage researchers to focus on specific emotions in the context of buying and consuming material products and experiences. (2) Go beyond consumption outcomes based on self-reports. Self-reports have an important place in consumer behavior. Yet, empirical work has somewhat neglected the examination of consumption outcomes coming from behavior, reports coming from others, assessing consumer choices, online search behaviors, and online clickthrough rates on advertising or brand information, to mention a few. Thus, in this second call for papers, we encourage researchers to go beyond self-reports.

The call for papers includes conceptual and empirical articles. While the contribution of the articles to specific bodies of knowledge is important, we will also pay close attention to other criteria such as the robustness of the design, the use of diverse samples, articles integrating different disciplines (e.g., economics and psychology, psychology and sociology, etc), and articles conducting several studies and/or experiments to generate robust results, among others.

To see the first edition, click here: The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions.

Litman, J. A. 2005. Curiosity and the pleasures of learning: Wanting and liking new information. Cognition and Emotion 19: 793–814. https://doi.org/10.1080/02699930541000101

Puente-Díaz, R., & Cavazos-Arroyo, J. (2021). Experiential gifts as meaningful moments and memories: Their influence on nostalgia and relive intention. Psychology & Marketing, 38, 553-563.

McFerran, B., Aquino, K., & Tracy, J. L. (2014). Evidence for two facets of pride in consumption: Findings from luxury brands. Journal of Consumer Psychology, 24(4), 455–471. https://doi.org/10.1016/j.jcps.2014.03.004

Prof. Dr. Rogelio Puente-Diaz
Guest Editor

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Keywords

consumption
buying behavior
emotions
consumer's emotions
consumer behavior
marketing

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Published Papers (13 papers)

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Research

32 pages, 1046 KB

Open AccessArticle

Unpacking Brand Fandom: Triadic Brand-Related Perceptions and Fan Behaviors

by Yonju Lee and Boyoung Kim

Behav. Sci. 2026, 16(9), 1529; https://doi.org/10.3390/bs16091529 - 30 Aug 2026

Viewed by 657

Abstract

This study examines the influence of consumers’ brand-related perceptions on brand fandom behaviors. In particular, the study focuses on how brand experience, consumers’ perceived product value, and perceived brand innovativeness affect sharing and advocacy behaviors as well as creation behaviors, mediated by self-transcendent emotion and self-brand connection. This study also investigated the moderating role of the need for self-expression in these mediating pathways. To test the proposed hypotheses in the context of high-tech brands, structural equation modeling was employed, and data were collected from 635 Tesla owners and prospective buyers in the United States and Republic of Korea. All ten hypothesized paths were significant. The two mediators, however, correlated only weakly with each other while each correlated strongly with the behaviors, indicating two largely independent routes to the same fan behaviors rather than two indicators of a single bond. The need for self-expression strengthened all four second-stage paths, so brand fandom is best described as a two-stage process with two distinct routes and a shared expressive condition. The findings suggest that designing for only one of the two routes reaches only part of a brand’s potential fan base. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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14 pages, 344 KB

Open AccessArticle

Asymmetries in Gift-Exchange: The Role of Surprise When Wanting to Give/Receive Creative Gifts

by Rogelio Puente-Díaz and Judith Cavazos-Arroyo

Behav. Sci. 2026, 16(9), 1522; https://doi.org/10.3390/bs16091522 - 29 Aug 2026

Viewed by 320

Abstract

In the dynamic of gift-exchange, consumers play two important roles: givers and recipients. When they play both roles, the literature on gift-exchange has found asymmetries where what givers value is different from what gift recipients want. Across three experiments, we tested associations between the importance given to surprise and the desire for creative gifts and the generation of ideas for creative gifts. In experiment 1, participants were assigned to the role of the giver or recipient and rated how important it was for gifts to be original, effective (two dimensions of a creative gift), and surprising. Results showed that participants assigned to the role of the giver rated the originality and effectiveness of gifts as more important than participants assigned to the role of the recipient. This relationship was mediated by the importance placed on surprise, suggesting that givers placed more emphasis on surprising the recipient than recipients did. In addition to rating the importance of attributes for gift-exchange, participants were asked to generate three gift ideas that matched what they thought was important when giving or receiving gifts. Two independent judges rated the creativity of the gifts generated. Participants assigned to the role of the giver generated more creative ideas for gifts than participants assigned to the role of the recipient, providing behavioral evidence for the important role of creative gifts. Experiment 2 was an independent replication with a sample of consumers of a different socio-economic status and found additional support for the role of surprise and creative gifts in gift-exchange. In experiment 3, participants were assigned to recall either the best gift they had ever given or an ordinary gift. Participants assigned to the best-gift-ever-given condition recalled gifts that were more creative, as rated by two independent judges, than participants assigned to the ordinary-gift-given condition. In addition, results showed that giving more creative gifts made givers feel better about themselves in the form of moral self-perception. This relationship was mediated by the emotional reactions perceived by the recipient of the gift as inferred by the giver. The implications of the results are discussed. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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15 pages, 647 KB

Open AccessArticle

Determinants of Green Consumer Loyalty in Sustainable Fashion: The Mediating Role of Green Brand Trust

by Ganesh Dash

Behav. Sci. 2026, 16(7), 1207; https://doi.org/10.3390/bs16071207 - 17 Jul 2026

Viewed by 620

Abstract

Consumer loyalty has become crucial in the sustainable fashion market for continued growth and sustainable competitive advantage. Building upon the theory of loyalty and the Stimulus–Organism–Response (S-O-R) framework, this study investigates how green brand quality, green brand price, and green brand image influence green consumer loyalty. Additionally, this study evaluates the mediating role of green brand trust. Data were collected via an online survey of 340 sustainable fashion consumers. Structural equation modeling (SEM) was used to test direct and mediating hypotheses. The findings reveal that green brand quality and green brand image influenced green consumer loyalty. However, green product price had no effect. Additionally, green brand trust strongly influenced green consumer loyalty. It also played a mediating role between quality, image, and loyalty. Ultimately, this study positions brand image, quality, and trust as foundational mechanisms in sustainable consumer behavior, especially green consumer loyalty. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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23 pages, 550 KB

Open AccessArticle

Examining the Impact of Corporate Social Advocacy on Customer Citizenship Behavior Among University Students: The Mediating Roles of Brand Attachment and Electronic Word-of-Mouth

by Linart Janbout, Dilber Çaglar and Pelin Bayram

Behav. Sci. 2026, 16(7), 1093; https://doi.org/10.3390/bs16071093 - 2 Jul 2026

Viewed by 611

Abstract

In this study, we examine the impact of corporate social advocacy campaigns on customer behavior, a subject which has garnered increasing interest yet remains in need of empirical evidence. We employ the Elaboration Likelihood Model (ELM) to assess the relationship between corporate social advocacy and customer citizenship behavior while considering the mediating effects of brand attachment and electronic word of mouth. Adopting a quantitative approach using Partial Least Squares–Structural Equation Modeling and a convenience sampling method, we questioned a total of 219 university-level students via a survey. University students are theoretically relevant, as they are digitally active, socially conscious, and engaged in relational rather than transactional institutional relationships, which heightens their sensitivity to advocacy initiatives and their likelihood of exhibiting extra-role behaviors. Our results show that the social advocacy of universities can directly impact the extra-role behavior of their students, which can manifest in their behaviors (i.e., helping others, providing feedback, and advocacy for the organization). These findings are beneficial for scholars as well as practitioners in academia (i.e., managers and marketing departments). Genuine, value-driven, and socially just advocacies can be enhanced with proper messaging, providing better strategic positioning for universities as socially responsible and conscious organizations, in keeping with the values of younger generations. This indicates that corporate involvement could primarily drive long-term brand success and consumer trust. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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28 pages, 644 KB

Open AccessArticle

From Experience to Evangelism: Emotional and Social Drivers of Online Cosmetics Purchase Behavior—A 4Es Perspective

by Kris Jangjarat, Pongsakorn Limna and Yarnaphat Shaengchart

Behav. Sci. 2026, 16(7), 1054; https://doi.org/10.3390/bs16071054 - 24 Jun 2026

Viewed by 777

Abstract

This study examines how the 4Es framework—Experience, Exchange, Everyplace, and Evangelism—influences online cosmetics purchase behavior in Thailand, addressing the growing importance of digital consumer engagement in emerging markets. A mixed-methods approach was employed, combining quantitative data from a structured survey with qualitative insights from semi-structured interviews. Binary logistic regression analysis was used to assess the effects and predictive power of the 4Es and selected demographic and behavioral variables. The results indicate that all four dimensions significantly influence purchase behavior, with Evangelism emerging as the strongest predictor, followed by Experience, Everyplace, and Exchange. The model demonstrates strong predictive capability, highlighting the importance of behavioral factors such as platform usage, purchase frequency, and social media engagement, while several demographic variables show limited influence. Qualitative findings further support these results, revealing that consumers place strong emphasis on social influence, emotional engagement, and convenience in their online shopping experiences. The study concludes that online cosmetics purchase behavior is shaped by a combination of experiential, relational, and socially driven factors, with social influence playing a dominant role. These findings demonstrate that the 4Es framework remains highly relevant in digitally mediated consumer environments, where purchase decisions are increasingly influenced by interactive experiences, omnichannel accessibility, value co-creation, and consumer advocacy. By integrating quantitative and qualitative evidence, the study extends the application of the 4Es framework beyond traditional marketing contexts and demonstrates its value as a comprehensive model for understanding consumer engagement and online purchasing behavior in contemporary digital marketplaces. The mixed-methods approach provides both generalizable and contextually grounded insights, offering theoretical contributions to digital marketing literature and practical guidance for marketers seeking to strengthen consumer engagement and brand advocacy in increasingly competitive online markets. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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18 pages, 1836 KB

Open AccessArticle

Why Do Consumers Who Prefer Physical Entertainment Behave Digitally? Understanding the Preference–Behavior Gap

by Ștefan Bulboacă, Eliza Ciobanu, Ioana Bianca Chițu, Gabriel Brătucu, Cristinel Petrisor Constantin and Radu Constantin Lixăndroiu

Behav. Sci. 2026, 16(5), 744; https://doi.org/10.3390/bs16050744 - 11 May 2026

Viewed by 672

Abstract

This study examines the discrepancy between stated preferences and actual behavior in entertainment consumption, with a particular focus on the role of perceived accessibility constraints. While literature suggests that factors such as time and cost may hinder the translation of preferences into behavior, the direction of this relationship remains unclear. Using survey data from 608 respondents, the analysis investigates why individuals who express a preference for physical entertainment often exhibit higher levels of digital consumption. To address this question, the study constructs composite indices capturing physical consumption (PCI), digital consumption (DCI), and perceived accessibility constraints (PACI), and estimates a series of logistic regression models to identify the determinants of the preference–behavior gap. The results reveal that perceived accessibility constraints have a statistically significant effect on behavioral inconsistency. However, contrary to initial expectations, the relationship is negative, indicating that higher perceived constraints are associated with a lower probability of exhibiting a preference–behavior gap. In contrast, gender differences remain significant, while consumption intensity measures do not explain the observed discrepancy. These findings suggest that the preference–behavior gap is shaped less by actual consumption patterns and more by how individuals perceive the feasibility of engaging in their preferred activities. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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17 pages, 591 KB

Open AccessArticle

The Intricacy of Consuming Fast-Fashion Clothing: The Role of Guilt and Sustainability Values

by Judith Cavazos-Arroyo and Rogelio Puente-Díaz

Behav. Sci. 2026, 16(1), 138; https://doi.org/10.3390/bs16010138 - 18 Jan 2026

Cited by 1 | Viewed by 3078

Abstract

The consumption of clothes creates paradoxes in which values, motives, and emotions interact to generate consumption experiences. To test some of these interactions, we conducted three correlational studies, studies 1, 2, and 3, one experiment, study 4, and one qualitative study, study 5. Study 1 found negative relationships between sustainability values and materialism and positive relationships between sustainable values and the preference for experiential purchases. Study 2 found positive relationships between two components of the slow-fashion movement, equity and exclusiveness, and guilt, and a negative relationship with functionality, another component of slow fashion. Study 3 found an indirect relationship between sustainable values and guilt through their positive and significant relationship with increased awareness of the environmental impact of the fast-fashion industry, supporting a mediation model. Study 4 found that participants were was more likely, regardless of whether the purchase of clothing was labeled as fast fashion or not, to experience pride than guilt when recalling recent past purchases. Last, in study 5, we found that consumers buy clothes to look good and pay attention to quality and value without significant concerns for environmental issues. The implications for consumer behavior were discussed. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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26 pages, 4629 KB

Open AccessArticle

From Emotion to Action: How Framed Sustainability Messages Trigger Physiological Reactions and Influence Consumer Choices

by Alina Simona Tecău, Cătălin Ioan Maican, Eliza Ciobanu, Camelia Schiopu, Silvia Sumedrea, Ioana Bianca Chițu, Radu Constantin Lixăndroiu and Gabriel Brătucu

Behav. Sci. 2025, 15(12), 1611; https://doi.org/10.3390/bs15121611 - 22 Nov 2025

Cited by 4 | Viewed by 2227

Abstract

The study examines the emotional and physiological effects of message framing in sustainability communication. Specifically, it explores how different image–message combinations shape consumer engagement by measuring physiological arousal (activation), and emotional resonance (impact) across various product categories. By using Galvanic Skin Response data combined with a hierarchical cluster analysis, the research provides insights into how individuals process sustainability information at both emotional and cognitive levels. The results reveal diverse and nuanced reactions shaped by the interaction of message framing, topic, and gender. The identification of seven distinct response patterns contributes to emerging consumer typologies in sustainability communication, offering practical value for organizations seeking to tailor messaging, enhance audience engagement, and encourage sustainable behavior. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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18 pages, 811 KB

Open AccessArticle

Embodied Impact of Facial Coverings: Triggering Self-Expression Needs to Drive Conspicuous Preferences

by Ji Li and Xv Liang

Behav. Sci. 2025, 15(9), 1150; https://doi.org/10.3390/bs15091150 - 24 Aug 2025

Viewed by 2234

Abstract

Although prior research has examined how facial covering affects observers’ cognition and attitude, the psychological experiences of individuals with facial coverings themselves and their subsequent behavioral consequences still need to be more explored. From the embodied cognition perspective, we propose facial covering as a direct external stimulus, triggering a psychological gap between the current level of self-expression needs and the diminished self-expression pathways. Using face masks as a specific form of facial covering, five experiments were conducted in China. The results reveal that under facial covering, the surfaced need for self-expression can be transformed into the consumer preference for conspicuousness; and the self-construal type moderates this effect, with independent self-construals exhibiting a stronger covering-induced need for self-expression and subsequent conspicuous preferences compared to interdependent self-construals. The research makes a contribution by enriching the new perspective on the theoretical impact of facial covering. Practically, this research can also provide actionable insights for enterprises in the realms of marketing strategy design and behavior interventions. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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23 pages, 1205 KB

Open AccessArticle

Uncovering Emotional and Identity-Driven Dimensions of Entertainment Consumption in a Transitional Digital Culture

by Ștefan Bulboacă, Gabriel Brătucu, Eliza Ciobanu, Ioana Bianca Chițu, Cristinel Petrișor Constantin and Radu Constantin Lixăndroiu

Behav. Sci. 2025, 15(8), 1049; https://doi.org/10.3390/bs15081049 - 1 Aug 2025

Cited by 2 | Viewed by 3359

Abstract

This study explores entertainment consumption patterns in Romania, a transitional digital culture characterized by high digital connectivity but underdeveloped physical infrastructure. Employing a dual qualitative coding methodology, this research combines inductive analysis of consumer focus groups with deductive analysis of expert interviews, enabling a multi-layered interpretation of both overt behaviors and latent emotional drivers. Seven key thematic dimensions, motivational depth, perceived barriers, emotional needs, clarity of preferences, future behavioral intentions, social connection, and identity construction, were analyzed and compared using a Likert-based scoring framework, supported by a radar chart and comparison matrix. Findings reveal both convergence and divergence between consumer and expert perspectives. While consumers emphasize immediate experiences and logistical constraints, experts uncover deeper emotional motivators such as validation, mentorship, and identity formation. This behavioral–emotional gap suggests that, although digital entertainment dominates due to accessibility, it often lacks the emotional richness associated with physical formats, which are preferred but less accessible. This study underscores the importance of triangulated qualitative inquiry in revealing not only stated preferences but also unconscious psychological needs. It offers actionable insights for designing emotionally intelligent and culturally responsive entertainment strategies in digitally saturated yet infrastructure-limited environments. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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21 pages, 9749 KB

Open AccessArticle

The Influence of the Information Richness of Interfaces on Consumers’ Purchase Intention: The Sequential Mediating Effects of Cognitive Load, Mental Imagery, and Flow Experience

by Jiayue Guo, Yuemeng Zhao, Wenqian Zhang, Ke Lu, Xiaochen Feng and Tiansheng Xia

Behav. Sci. 2025, 15(5), 673; https://doi.org/10.3390/bs15050673 - 14 May 2025

Cited by 12 | Viewed by 6236

Abstract

E-commerce live streaming attracts consumers by displaying product information and anchor introductions. However, the complexity and variety of interface information pose challenges in design, and research on live-streaming interface design remains limited. This study examines how patch design affects the customer experience in live-streaming rooms, considering different product types and virtual backgrounds. Based on the flow theory and the Stimulus–Organism–Response model, we conducted experiments simulating live-streaming scenarios and collected behavioral and eye-tracking data. Our results confirmed that cognitive load negatively mediates, while mental imagery and flow experience positively mediate, the relationship between patch design and consumer behavior. Additionally, the interaction between product type and virtual background proximity was revealed, with product type moderating the effect of cognitive load on purchase behavior. This study contributes to understanding the impact of live-streaming interface design on consumer experience and purchase behavior, providing design guidelines for online retailers and managerial insights for retail platforms. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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22 pages, 1325 KB

Open AccessArticle

Generation Z’s Shopping Behavior in Second-Hand Brick-and-Mortar Stores: Emotions, Gender Dynamics, and Environmental Awareness

by Veronika Harantová and Jaroslav Mazanec

Behav. Sci. 2025, 15(4), 413; https://doi.org/10.3390/bs15040413 - 24 Mar 2025

Cited by 9 | Viewed by 11632

Abstract

This study investigates the shopping behavior of Generation Z towards second-hand clothing in Slovakia, focusing on in-store experiences and their relationship with emotions, gender, and environmental awareness. Data were collected from 340 respondents through an online survey conducted between November 2024 and January 2025. The results indicate that feelings such as authenticity, fun, and interest in finding fashionable items are significantly associated with gender. Across all five dimensions, women perceive second-hand clothing shopping more positively than men. The biggest difference between the sexes is that women find this shopping more fun, enjoyable, and authentic. Men tend to be slightly more skeptical in their evaluation, with the lowest average score (2.65) on the question of whether shopping is “fun”. The study also reveals a strong correlation between the shopping experience and consumer attitudes. Individuals with prior experience in buying second-hand clothing exhibit greater environmental awareness, a stronger emotional connection with clothing, and a higher likelihood of participating in clothing swap events. Conversely, those without experience often harbor prejudices related to hygiene and perceive second-hand shopping as time-consuming and inconvenient. These findings highlight the importance of in-store experiences and the role of emotions in shaping consumer behavior towards second-hand clothing. The results have implications for retailers and policymakers seeking to promote sustainable consumption practices and enhance the appeal of the second-hand clothing market. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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37 pages, 3592 KB

Open AccessArticle

The Impact of Visual Elements of Packaging Design on Purchase Intention: Brand Experience as a Mediator in the Tea Bag Product Category

by Chang Liu, Mat Redhuan Samsudin and Yuwen Zou

Behav. Sci. 2025, 15(2), 181; https://doi.org/10.3390/bs15020181 - 9 Feb 2025

Cited by 27 | Viewed by 43406

Abstract

While packaging design plays a vital role in experience-oriented markets, how multiple visual elements influence purchase intention through brand experience remains unclear. This study addresses this gap by employing innovative orthogonal experiments to examine the complex relationship between the visual elements of packaging design and purchase intention for low-involvement products, integrating both design and marketing perspectives. Through orthogonal experimental design, we developed 14 packaging prototypes as stimuli by systematically manipulating five visual elements (Colour, Graphics, Logo, Typography, and Layout). The framework and prototypes were validated through expert evaluation. Data were collected via a cross-sectional survey from 490 tea bag consumers and analysed using SPSS (version 29.0) for preliminary data processing and Mplus (version 8.3) for structural equation modelling. Our results reveal the direct effects of visual packaging elements on consumer purchase intention. Notably, Colour, Graphics, Logo, and Layout significantly influence purchase intention through brand experience mediation. Importantly, our multi-level analysis of visual elements unveils distinct patterns in how different design levels (e.g., colour harmony, graphic types) affect consumer responses. This study provides novel theoretical insights into how consumers make purchase decisions based on packaging design visual elements, addressing a significant gap in existing research. Unlike previous studies focusing on isolated design elements, our systematic classification and multi-level analysis offer both theoretical insights into packaging design mechanisms and practical guidelines for designers and practitioners. Full article

(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)

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