n The Retail and Marketing Review - The role of integral emotions in female consumers’ clothing purchasing decision

Volume 14 Number 2
  • ISSN :


The clothing purchasing decision can be an emotional process. Typically, emotions are induced when consumers consider the various evaluative criteria as relevant for their concerns or goals they want to achieve through clothing (Lazarus 2001). Lerner and Keltener (2000:473) have suggested that an emotion specific approach, in particular the Appraisal Tendency Framework (ATF) model is more effective to understand and predict the influence of emotions on decision making and behaviour. Using the ATF approach, this study was therefore conducted to determine and describe the influence of specific integral negative emotions – disgust and sadness - on clothing purchasing decisions and behaviour. A group-administered questionnaire was used to collect data from 316 female consumers, solicited primarily in Gauteng, Johannesburg, South Africa. The Discriminant analysis results demonstrated that emotions of the same valence can have opposing effect and that emotions can have dramatic effects on female consumers’ purchasing decisions and behaviour. These results support the assumption that disgust triggers the goals to expel, walking away from the situation, whereas sadness triggers the goal of changing one’s circumstances, by spending more time shopping around. Thus, contrary to intuition that negative emotions may results in not purchasing at all, some emotions could actually encourage rather than discourage consumers from purchasing clothing products depending on the specific emotions that are elicited in the process of evaluation of clothing products.

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