The Impact of Gender and Prepurchase Mood on Consumer Guilt after a Travel Purchase

Lydia Hanks · Anna S. Mattila

38 citations0/0 files storedJournal of Travel Research

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Consumer Retail Behavior Studies Diverse Aspects of Tourism Research Emotions and Moral Behavior

Abstract

The purpose of this study is to add to the literature on consumer financial guilt in hospitality and tourism by exploring the circumstances in which it occurs and investigating antecedents that influence the experience of consumer financial guilt. Using an impulsive travel purchase as the context, this mixed-methods study examined the effects of gender and prepurchase mood on feelings of postpurchase guilt and satisfaction. Qualitative and quantitative results indicated that women were more likely than men to experience consumer guilt following an impulse travel purchase, and that this effect was moderated by prepurchase mood. Hierarchical regression analysis also indicated that consumer financial guilt affected levels of anticipated satisfaction with the purchase, over and above the effect attributed to prepurchase mood and gender.

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2025Advances in Consumer Research 2010Satisfaction: a behavioral perspective on the consumer 1983Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states.2014Handbook of Social Cognition 1999The Role of Emotions in Marketing 1993Cognitive, Affective, and Attribute Bases of the Satisfaction Response 1993The Nature and Determinants of Customer Expectations of Service 1994Individual differences in need for cognitive closure.

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