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The study investigated how the perception of in‐shop COVID‐19 contraction influences emotions in decision‐making and how they further effect actions undertaken by consumers to control the situation within a store. Structural equation modeling was used to study the relationship between the risk of in‐store infection, emotions and in‐shop behavior, based on data retrieved from 914 questionnaires. Results showed, that the perceived risk of becoming infected in a store causes an increase in arousal and, at the same time, a decrease in perceived pleasure during shopping. The rise in arousal led to an increase in consumers taking actions to decrease their risk of contagion, while an increase in noticeable pleasure lowered interest of following recommendations for pandemic behavior. The findings imply that through changes regarding in‐store atmosphere, stationary shops can provide consumers with a sense of urgency and awareness of infection risk so that they may do their shopping more efficiently.

As the natural resources of the Earth are rapidly depleting, there is an urgent need to encourage people to adopt self-restrictive behaviors, one of which is giving products a second life. The aim of this study is to examine the consumers’ intention to buy used products and to visit a second-hand shop using the extended Theory of Planned Behavior (TPB). Additional variables were adopted to give a better insight into the nature of the personal norm. Two variables derived from the Norm Activation Model (NAM) were included in the research model: the awareness of consequences and the ascription of responsibility. In order to collect the data, an online survey was conducted in Poland on 333 participants. SEM was applied for data analysis. The research revealed that the following constructs are positively related to second-hand buying (SHB) intention: the attitude towards the positive impact of SHB on sustainable consumption, and the perceived behavioral control over SHB and the personal norm regarding SHB. Subjective norms regarding SHB are negatively related to SHB intention. An awareness of the consequences of SHB and the ascription of responsibility for the environmental issues are positively related to the personal norm regarding SHB. The intention to buy second-hand products (SHP) is positively related to the intention to visit a second-hand shop.

Until now, neuromarketing studies have usually been aimed at assessing the predictive value of psychophysiological measures gathered while watching a marketing message related to a particular product. This study is the first attempt to verify the possibility of predicting familiar and unfamiliar brand purchases based on psychophysiological reactions to a retailer television advertisement measured by EEG, EDA and eye-tracking. The number of private label products chosen later served to assess the binary dependent variable. A logistic regression model (with a prediction rate of 61.2%) was applied to determine which psychophysiological variables explained the largest part of the variance of a final purchase decision. The results show that among various measures, only the electrodermal peaks per second were significant in predicting further purchase decisions. The decision to buy was also influenced by brand familiarity. The article concludes that EDA is an unobtrusive measure of emotion-related anticipation of significant outcomes, particularly for dynamic stimuli, as related to decision-making.

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In previous research, the significance of Social Media Influencers (SMIs) on the entire tourism industry has been indicated. In this article, it is explored how arousal and thematic compatibility in the presentation of a hotel facility’s offer by a SMI determines purchase intention and the urge to buy impulsively. To carry out this objective, a laboratory experiment was conducted with graphic stimuli and controlling arousal using neurophysiological data. The obtained results are relevant within the context of promotion methods in social media, maximising the effect of cooperation with SMIs. Managerial and theoretical implications of the findings are discussed.

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