Understanding Shopping Stress Using Perceived Risk and Cognitive Appraisal Theory: a Synthesis, Elaboration and Application

This research synthesizes the literature on cognitive appraisal with the perceived risk literature and suggests that such a synthesis is invaluable not only in increasing our understanding of shopping stress but is an important step in the development of a unified theory of shopping behaviour. It provides directions for future research including placing more emphasis on understanding how the emotions caused by uncertainty affect the shopping experience. It also suggests that the notion of optimal challenge would be useful in understanding how too little and too much uncertainty affects performance.


Elaine MacNeil and Peter MacIntyre (2009) ,"Understanding Shopping Stress Using Perceived Risk and Cognitive Appraisal Theory: a Synthesis, Elaboration and Application", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 898-898.


Elaine MacNeil, Cape Breton University, Canada
Peter MacIntyre, Cape Breton University, Canada


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Institutional Influence on Indebted Consumers’ Understanding of Wants and Needs

Mary Celsi, California State University Long Beach, USA
Stephanie Dellande, Menlo College
Mary Gilly, University of California Irvine, USA
Russ Nelson, Northwestern University, USA

Read More


“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection

Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA

Read More


P6. Marginal Cost Consideration

Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.