Department of Management

The moderating impact of social risk, shame, and guilt on purchase intentions of premium private labels at food discounters

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The moderating impact of social risk, shame, and guilt on purchase intentions of premium private labels at food discounters. / Loebnitz, Natascha; Zielke, Stephan; Grunert, Klaus G.

In: British Food Journal, Vol. 121, No. 11, 10.2019, p. 2651-2665.

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@article{3f14cea4ddc94f57b2b24b1f5f4a2a47,
title = "The moderating impact of social risk, shame, and guilt on purchase intentions of premium private labels at food discounters",
abstract = "Purpose: The purpose of this paper is to investigate situational factors (i.e. social risk) and negative emotions (e.g. shame and guilt) on consumers’ purchase intentions for premium private labels (PPLs) vs national brands (NBs) at discounter (Lidl) in the UK, and the underlying process of this effect. Design/methodology/approach: The authors conduct a 2 (social risk) × 2 (brand type) between-subjects design experiment employing a Qualtrics online panel in the UK. Findings: The study shows that NBs still have the edge over PPLs when consumers shop for socially risky situations, which is due to higher product expectations of NBs, and a moderated mediation shows that this effect is more pronounced among consumers that feel negative emotions when shopping at Lidl. Research limitations/implications: This study included leading NBs, which differ in terms of price compared to selected PPLs. Researchers should include pricing information as an additional factor and investigate Lidl’s options to deal with negative emotions in the online setting. Practical implications: The results help brand managers to understand consumer reactions toward PPLs vs NBs at the discounter in UK. Originality/value: NBs have recently joint rather than fight discounters’ product assortment, this study contributes to understand the moderating impact of negative emotions and product expectations as the driving force in consumers’ purchasing decision.",
keywords = "Discounters, Guilt, National brands, Premium private label, Shame, Social risk",
author = "Natascha Loebnitz and Stephan Zielke and Grunert, {Klaus G.}",
year = "2019",
month = "10",
doi = "10.1108/BFJ-02-2019-0114",
language = "English",
volume = "121",
pages = "2651--2665",
journal = "British Food Journal",
issn = "0007-070X",
publisher = "JAI Press",
number = "11",

}

RIS

TY - JOUR

T1 - The moderating impact of social risk, shame, and guilt on purchase intentions of premium private labels at food discounters

AU - Loebnitz, Natascha

AU - Zielke, Stephan

AU - Grunert, Klaus G.

PY - 2019/10

Y1 - 2019/10

N2 - Purpose: The purpose of this paper is to investigate situational factors (i.e. social risk) and negative emotions (e.g. shame and guilt) on consumers’ purchase intentions for premium private labels (PPLs) vs national brands (NBs) at discounter (Lidl) in the UK, and the underlying process of this effect. Design/methodology/approach: The authors conduct a 2 (social risk) × 2 (brand type) between-subjects design experiment employing a Qualtrics online panel in the UK. Findings: The study shows that NBs still have the edge over PPLs when consumers shop for socially risky situations, which is due to higher product expectations of NBs, and a moderated mediation shows that this effect is more pronounced among consumers that feel negative emotions when shopping at Lidl. Research limitations/implications: This study included leading NBs, which differ in terms of price compared to selected PPLs. Researchers should include pricing information as an additional factor and investigate Lidl’s options to deal with negative emotions in the online setting. Practical implications: The results help brand managers to understand consumer reactions toward PPLs vs NBs at the discounter in UK. Originality/value: NBs have recently joint rather than fight discounters’ product assortment, this study contributes to understand the moderating impact of negative emotions and product expectations as the driving force in consumers’ purchasing decision.

AB - Purpose: The purpose of this paper is to investigate situational factors (i.e. social risk) and negative emotions (e.g. shame and guilt) on consumers’ purchase intentions for premium private labels (PPLs) vs national brands (NBs) at discounter (Lidl) in the UK, and the underlying process of this effect. Design/methodology/approach: The authors conduct a 2 (social risk) × 2 (brand type) between-subjects design experiment employing a Qualtrics online panel in the UK. Findings: The study shows that NBs still have the edge over PPLs when consumers shop for socially risky situations, which is due to higher product expectations of NBs, and a moderated mediation shows that this effect is more pronounced among consumers that feel negative emotions when shopping at Lidl. Research limitations/implications: This study included leading NBs, which differ in terms of price compared to selected PPLs. Researchers should include pricing information as an additional factor and investigate Lidl’s options to deal with negative emotions in the online setting. Practical implications: The results help brand managers to understand consumer reactions toward PPLs vs NBs at the discounter in UK. Originality/value: NBs have recently joint rather than fight discounters’ product assortment, this study contributes to understand the moderating impact of negative emotions and product expectations as the driving force in consumers’ purchasing decision.

KW - Discounters

KW - Guilt

KW - National brands

KW - Premium private label

KW - Shame

KW - Social risk

UR - http://www.scopus.com/inward/record.url?scp=85071417398&partnerID=8YFLogxK

U2 - 10.1108/BFJ-02-2019-0114

DO - 10.1108/BFJ-02-2019-0114

M3 - Journal article

AN - SCOPUS:85071417398

VL - 121

SP - 2651

EP - 2665

JO - British Food Journal

JF - British Food Journal

SN - 0007-070X

IS - 11

ER -