(e.g. Gruenewald, 2003). Additionally Tagney et al.
guilt, embarrassment, and pride function as an emotional barometer, providing
2.9 Conclusion and research questions
This chapter started by reviewing different theories and models of emotions. Overall these suggested the ability of emotions to influence decision making, across a range of social contexts. The first theories presented in this chapter (i.e. The Affect Priming, The Affect-as-Information Model, The Affect Infusion Model and The Differential Emotion Theory) are more generic since they explain some of the properties that emotions entail and view on how emotions influence judgements i.e. by providing affective information or via infusion. Alternatively, The Appraisal Tendency Approach (and related framework; Han, Lerner and Keltner, 2007), presents the underlying mechanisms (i.e. appraisal dimensions and appraisal themes) that not only explain the manifestation of emotions but only why emotions of similar valence can have
I
present research because it suggests that perhaps different negative SCEs (i.e. guilt, shame and embarrassment) can influence consumption choices in a different way despite being part of the same category of emotions and have the same valence.
Coupled with the results of the qualitative findings and previous research, this theory will help to choose the negative SCEs to be included in the experimental study. These insights will also be considered when planning, collecting and analysing the qualitative data. The Model of Cognitive Appraisal Theory (Watson and Spence, 2007) suggested that the outcome desirability appraisal dimension is particularly representative for emotions such as pride and guilt because they are related to desirable or undesirable events. Thus, the concept of desirability and desirable/undesirable outcomes will be considered for inclusion in the development of the interview guide for the qualitative stage of this research. Finally The Model of Goal-Directed Behaviour (Perugini and Bagozzi, 2001) suggested that anticipated emotions influence intentions and behaviour through the mediation of desires. This model will have a key role in the development of the present research because it
decisions. However, Perugini and Bagozzi (2001) measured positive and negative emotions as part of an overall positive and negative emotional index, instead of estimating the discrete impact of SCEs. Thus, the qualitative stage of the present research will aim to confirm which emotions are most relevant in the context of ethical consumption, while the experimental study will be designed to measure the discrete impact of positive and negative SCEs on intentions and behaviour.
Following the analysis of models and theories, a review of the psychology literature about SCEs was undertaken to examine the influence of these emotions, to identify
of ethical decision making. The review indicated that guilt, shame and pride can have a strong motivational role in relation to decisions that entail some notion of morality/ethics and, in the case of pride only, some notion of achievement. The review also showed that ethical consumption is a natural context for the investigation of SCEs because there are several aspects which link them: personal norms and pro-social behaviour,
explanation in Section 2.8).
A review of the literature of emotions (both basic emotions and SCEs) in consumption-related decisions was conducted. This analysis revealed that despite
the fact that generic emotions have been investigated, limited attention has been paid to SCEs. Guilt and/or shame have been explored in relation to behaviours such as charity donation and attitudes towards adverts. Other studies looked at the same emotions but as part of a general index of negative emotions (which included additional emotions) in areas such as studying, exercising, pro-environmental concerns, and smoking. However, a general index limits the ability to identify the extent of the impact that guilt or shame have at an individual level. Research about pride in consumption is further limited and located around the concepts of promotion and prevention, product desirability and shopping satisfaction. Thus, there is substantial scope for research to analyse SCEs in the context of ethical consumption.
In relation to ethical consumption, the literature review pointed out that although previous studies have investigated a series of issues (e.g. profile of ethical consumers, motivations for ethical consumption, rational modelling of decision making) and sub-contexts (human, environmental and animal welfare-related), very little attention has been paid to the role of emotions, and SCEs in particular. In addition, the literature review also suggested the possibility of the EIM construct to act as a moderator for influence of SCEs on intentions and/or behaviour.
O “CE
motivate all kinds of behaviour. It also revealed limited research undertaken in relation to SCEs (in particular pride) in the context of ethical consumption and thus pointed towards the need for a research into the manifestation of emotions in ethical-unethical consumption choices. Based on the identification of these gaps, the following research questions were formulated:
‘O T
RO2: To understand the anatomy of emotions in ethical consumer choice i.e.
in terms of any discernible taxonomy, intensity, sources of elicitation,
making.
RO3: To examine if and how consumers manage the emotions aroused by
Chapter 3 Methodology
3.1 Introduction
This chapter aims to give an overview of the methodology used in the two studies conducted for this research. It starts by presenting a brief outline to the mixed-methods approach employed (Section 3.2) and its positioning within the positivism paradigm. Section 3.3 presents in detail the methodology for the qualitative study, while Section 3.4. details the methodology for the experimental study. The chapter concludes with a summary (Section 3.5).
The literature review presented in Chapter 2 revealed that emotions in ethical consumption have been under-researched. It became clear that there were opportunities for both an exploratory study into how emotions (including SCEs) might influence decision making in ethical consumption, and for testing the impact of marketing communications that induce such emotions on consumer intentions and actual behaviour. These research opportunities, which were meant to complement each other, required different methodologies.