Article2017

Do anticipated emotions influence behavioural intention and behaviour to consume filled chocolates?

Sara De Pelsmaeker · Joachim Jietse Schouteten · Xavier Gellynck · Claudia Delbaere · Nathalie De Clercq · Adrienn Hegyi +3 more

28 citations0/0 files storedBritish Food Journal

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Behavioral Health and Interventions Consumer Behavior and Marketing Influence Sensory Analysis and Statistical Methods

Abstract

Purpose The purpose of this paper is to examine the influence of anticipated emotions (AE) on behavioural intention and behaviour to consume filled chocolates and to give an indication on the possible differences in consumer behaviour between two countries. Design/methodology/approach The theory of planned behaviour (TPB) was used to explain the consumption of chocolate. In this study, TPB is extended with a construct for AE. Findings A total of 859 consumers in Belgium and Hungary participated in the study and results showed that including AE increases the predicted variance of the TPB. Moreover, AE have a positive effect on the intention and the actual behaviour of consumers. Next, the study suggests that Belgian consumers are more influenced by their emotional and control beliefs and that Hungarian consumers are also driven by opinion of family and friends and some behavioural beliefs. Practical implications Overall, TPB can contribute to the understanding of behavioural intention and behaviour towards eating filled chocolate. Moreover, it can help to develop a marketing plan for specific consumer segments as it can identify influencing factors and consumer beliefs towards a product. Originality/value This is the first study that compares the fit of the TPB model with and without the construct of AE. The work contributes to the growing literature on emotions as it does not focus on emotions elicited during or after consumption, but explores if the AE also play a significant role in behaviour.

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References

1991The theory of planned behavior 1980Understanding Attitudes and Predicting Social Behavior 1998Extending the Theory of Planned Behavior: A Review and Avenues for Further Research 2001The role of desires and anticipated emotions in goal‐directed behaviours: Broadening and deepening the theory of planned behaviour 1992The Influence of Anticipating Regret and Responsibility on Purchase Decisions 1998Goal-directed Emotions 1992Intention to commit driving violations: An application of the theory of planned behavior.2013Anticipated emotion in consumers’ intentions to select eco-friendly restaurants: Augmenting the theory of planned behavior

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