The role of discrete positive emotions in consumer response to place-of-origin

Abstract

Purpose The purpose of this study is to adopt a functional perspective to integrate and extend three streams of research, the first distinguishing between global affect and discrete emotional episodes, the second highlighting the capability of places to elicit emotions and the third demonstrating the differential impact of discrete emotions on consumer response. Doing so shows that four positive place emotions have a significant and variable influence on consumer purchase intentions for brands originating there. Design/methodology/approach A focus group pilot corroborates that places relate to contentment, enchantment, happiness and pride, which impact consumer response. Study 1 uses landscape photographs to show the four place emotions influence purchase intention for bottled water. Study 2 retests the impact of place emotions, using short vignettes and establishes the moderating role of product hedonic nature. Study 3 replicates emotion effects, corroborating their non-conscious nature and establishing their impact in the presence of place cognitions. Findings Together, the empirical studies provide evidence for effects of four discrete place emotions, especially with hedonic products and under conditions of cognitive load. Effects are robust when a person’s mood, buying volume, category knowledge, impulse buying tendencies and place cognitions are included as controls. Research limitations/implications The study contributes to a better understanding of the emotional dimension of origin effects by adopting a novel, theory-based perspective on discrete positive place emotions impacting consumer response. Practical implications Managers invest substantially in places to elicit positive feelings, gravitating toward the view that all they need to do is create a global positive effect with consumers. The study informs this perspective by demonstrating how discrete emotions influence consumer response. Originality/value This study is among the first to examine discrete positive place emotions as possible drivers of consumers’ purchase intention.

The emotion of pride in consumer behaviour and marketing: a review, classification and future research agenda

“…The first set of theories provide frameworks within which to view pride. The evolutionary-psychological perspective suggests that emotions evolved to allow humans to adapt to the survival challenges faced by our ancestors (Kenrick et al , 2003, in Orth et al , 2020; Septianto et al , 2020a; Septianto et al , 2020c; Septianto et al , 2021a, 2021b; Septianto et al , 2021a). The experience of pride suggests the fulfilment of a status motive (Griskevicius et al , 2010; Paramita et al , 2020) and encourages social engagement while managing one’s self-esteem (Tracy et al , 2010).…”

“…Pride may be experienced if the buyer finds a bargain (Saraneva and Sääksjärvi, 2008) or customizes the product (Kim and Lee, 2020). Pride may also be borne out of product-related aspects, such as design (Kumar et al , 2015), place of origin (Orth et al , 2020), cultural associations (Laroche et al , 2021) and sustainable attributes (Adıgüzel and Donato, 2021). Purchasing a luxury product may lead to an experience of hubristic pride (McFerran, et al ,2014).…”

“…Purchase intention – Pride has been shown to increase purchase intention for brands (Taute et al , 2017; Orth et al , 2020; Laroche et al , 2021). Specifically, pride is shown to increase purchase intention for luxury (McFerran et al , 2014) and social-cause products (Kim and Johnson, 2013; Septianto and Garg, 2021), and, in ethical (Ladhari and Tchetgna, 2017), sustainable (Antonetti and Maklan, 2014b, 2014a; Wang and Wu, 2016; Adıgüzel and Donato, 2021), environment-friendly (Onwezen et al , 2013; Onwezen et al , 2014) and online consumption (Rowe et al , 2017).…”

Beyond the authenticity–standardisation paradox in international gastronomy retailing: Twisting the hosting city brand with the place of origin

“…Beyond the country of origin, the place of origin (Atkin and Newton, 2012;Giacomarra et al, 2020;Melewar and Skinner, 2020;Orth et al, 2020;Pike, 2015;Pucci et al, 2017;Spielmann et al, 2019;Van Ittersum et al, 2003) applies to the food and beverage sectors. The place of origin highlights that "smaller sub-national places" (Papadopoulos et al, 2018), such as cities, regions, districts and neighbourhoods participate in the creation of the perceived origin.…”

“…Beyond the country of origin, the place of origin (Atkin and Newton, 2012; Giacomarra et al. , 2020; Melewar and Skinner, 2020; Orth et al. , 2020; Pike, 2015; Pucci et al.…”