Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/24845
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product
Authors: Londoño-Roldan, Juan Carlos
Davies, Keri
Elms, Jonathan
Contact Email: b.k.davies@stir.ac.uk
Keywords: Theory of Planned Behavior
Multichannel
Single-channel
Anticipated negative emotions
Embarrassing products
Issue Date: May-2017
Citation: Londoño-Roldan JC, Davies K & Elms J (2017) Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product, Journal of Retailing and Consumer Services, 36, pp. 8-20.
Abstract: The Theory of Planned Behavior (TPB) is successful in predicting consumer intentions for a wide variety of products and behaviors. However, little is known about how effective the TPB is when the behavior under study is embarrassing. To this end, this paper extends the TPB to create a conceptual model to examine the role of anticipated negative emotions on channel intention. An empirical study was conducted whereby the model was tested using survey data on the purchase of Regaine (a hair loss product that is embarrassing to buy) in Boots (a well-known UK multichannel drugstore). The embarrassing nature of Regaine created differences in the importance that emotions played when consumers intend to purchase using face-to-face channels (such as the physical drugstore) as against multichannel options or the internet. The results were analyzed using partial least squares structural equation modelling (PLS-SEM). The effectiveness of the TPB was improved. The variance explained (R2to intention) was 0.44% for the total sample, 49% for the drugstore, 58.4% for the internet, and 42.5% for multichannel.
DOI Link: http://dx.doi.org/10.1016/j.jretconser.2016.12.002
Rights: This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. Accepted refereed manuscript of: Londoño-Roldan JC, Davies K & Elms J (2017) Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product, Journal of Retailing and Consumer Services, 36, pp. 8-20. DOI: 10.1016/j.jretconser.2016.12.002 © 2016, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/

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