The moderating effect of emotion regulation on the relationship between risk aversion and brand sensitivity

Abstract

Purpose This paper aims to examine the moderating role of positive and negative strategies of emotion regulation on the relationship between risk aversion and brand sensitivity. Design/methodology/approach By conducting a survey, this study has collected a total of 405 responses and the data have been examined with structural equation modeling. Findings The study has demonstrated that some strategies of emotion regulation have a significant moderating effect, and they can down-regulate the effect of risk aversion on brand sensitivity. These strategies are positive refocusing, refocus on planning, positive reappraisal, putting into perspective, acceptance and rumination. Research limitations/implications Future studies should consider a broader range of respondents to validate the results. Moreover, the role of emotion regulation in the relationships among repurchase intention, customer loyalty and customer compliant could be examined. Further research could also focus on the relationship between risk aversion and brand sensitivity with regard to different types of buying situations and consumers’ types. Practical implications The findings demonstrate a substantial implication regarding emotion regulation and brand management. Positive strategies of emotion regulation make risk-averse people less likely to pay attention to brands and lead them to be less brand-sensitive. New companies and businesses could use these findings to make consumers regulate their emotions positively. Originality/value This research provides novel findings about the influence of consumers’ emotion regulation on brand sensitivity. People who use positive strategies of emotion regulation tend to dampen the effect of their risk aversion on brand sensitivity and will become less sensitive to the brand.

The Relationship Between Risk Aversion and Brand Loyalty in Men’s Care Products

“…Risk aversion shown by the respondent would instead stick with a brand usually buy and then try something not very sure is able to increase brand trust by relying on this brand and creating trust this brand. This research supports research results which state that risk aversion has an influence on brand trust (Alhosseini, Almodarresi & Rasty, 2019;Konuk, 2018). Risk aversion has a significant influence on brand affect.…”

“…On the other hand, brand trust refers to consumer confidence in a particular brand's reliability, quality, and credibility. According to Alhosseini, Almodarresi & Rasty (2019), risk-averse consumers feel uncomfortable with uncertainty and anxious in complicated buying situations. Risk-averse consumers are more likely to choose a trusted brand to reduce the risk of the uncertainty they feel associated with purchasing a product (Konuk, 2018).…”

Analyzing the customer brand engagement model from the perspective of sellers and buyers in the B2B context

“…Chemical emulsion buyers tend to purchase branded products with a unique identity and unchanging image, consistent with past studies (Michell et al , 2001; Wiedmann, 2002). The buyers are reluctant to purchase products from weak brands, avoiding the risks and uncertainty (Alhosseini Almodarresi and Rasty, 2019; Bengtsson and Servais, 2005; Mudambi, 2002; Ohnemus, 2009); therefore, the buyers view chemical polymer emulsions as non-commodity products.…”