The Joy of Shopping: a Conceptual Framework of Positive Emotions and Shopping Behavior
The current work reviews decades of research on positive emotions and consumption to develop a conceptual framework of how and when positive emotions should increase shopping behavior. A field experiment with over a million transactions and two lab studies provide initial support for the framework.
Kelley Gullo, Duncan Simester, and Gavan Fitzsimons (2019) ,"The Joy of Shopping: a Conceptual Framework of Positive Emotions and Shopping Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 604-605.
Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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