Profiling shoppers’ coping behaviours during a pandemic crisis: a regulatory focus perspective

Jason Sit; Erica E. F. Ballantyne; Jonathan  Gorst

doi:10.1016/j.jretconser.2021.102811

Profiling shoppers’ coping behaviours during a pandemic crisis: a regulatory focus perspective

Jason Sit^*, Erica E. F. Ballantyne, Jonathan Gorst

^*Corresponding author for this work

University of Sheffield

Research output: Contribution to journal › Article › peer-review

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Abstract

Using the regulatory-focus theory (i.e. promotion- and prevention-focused concepts), the research investigates shoppers’ positive/negative coping behaviours and segmentation linked to COVID-19. Supported by an online survey with 213 shoppers conducted after the first national lockdown (March 2020), factor analysis identified a set of four shopping factors meaningful to profile shoppers’ coping behaviours and segmentation. Positive coping is represented by quality-, price- and brand-focused shopping factors, whereas negative coping is represented by store-focused. The resultant three shopper segments are known as the mindful shopper (positive and negative coping), and the indulgent and the optimal shoppers (more positive coping).

Original language	English
Article number	102811
Number of pages	8
Journal	Journal of Retailing and Consumer Services
Volume	64
Early online date	18 Oct 2021
DOIs	https://doi.org/10.1016/j.jretconser.2021.102811
Publication status	Published - 1 Jan 2022

Keywords

pandemic crisis
shopper behaviour
regulatory-focus theory
segmentation
retail strategy

Access to Document

10.1016/j.jretconser.2021.102811

Sit_et_Al_2021_AAMAccepted author manuscript (Post-print), 288 KBLicence: CC BY-NC-ND

14 Citations
2 Article
1 Abstract

The collapse of The Body Shop shows that ‘ethical’ branding is not a free pass to commercial success
Sit, J., 15 Feb 2024, The Conversation.
Research output: Contribution to specialist publication › Article

Open Access
Treat culture: why indulging in small, affordable pleasures can help you cope with tough times
Sit, J., 10 Jul 2023, The Conversation.
Research output: Contribution to specialist publication › Article

Open Access
Profiling shoppers’ coping behaviours during a pandemic crisis: A regulatory focus perspective
Sit, J., Ballantyne, E. & Gorst, J., 23 Jul 2022, p. 124. 1 p.
Research output: Contribution to conference › Abstract › peer-review

Open Access

Cost of Living: Are you using your credit card more?
Sit, J.
5/10/22 → 17/11/22
1 item of Media coverage, 2 Media contributions
Press/Media: Expert comment

Cite this

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title = "Profiling shoppers{\textquoteright} coping behaviours during a pandemic crisis: a regulatory focus perspective",

abstract = "Using the regulatory-focus theory (i.e. promotion- and prevention-focused concepts), the research investigates shoppers{\textquoteright} positive/negative coping behaviours and segmentation linked to COVID-19. Supported by an online survey with 213 shoppers conducted after the first national lockdown (March 2020), factor analysis identified a set of four shopping factors meaningful to profile shoppers{\textquoteright} coping behaviours and segmentation. Positive coping is represented by quality-, price- and brand-focused shopping factors, whereas negative coping is represented by store-focused. The resultant three shopper segments are known as the mindful shopper (positive and negative coping), and the indulgent and the optimal shoppers (more positive coping). ",

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N2 - Using the regulatory-focus theory (i.e. promotion- and prevention-focused concepts), the research investigates shoppers’ positive/negative coping behaviours and segmentation linked to COVID-19. Supported by an online survey with 213 shoppers conducted after the first national lockdown (March 2020), factor analysis identified a set of four shopping factors meaningful to profile shoppers’ coping behaviours and segmentation. Positive coping is represented by quality-, price- and brand-focused shopping factors, whereas negative coping is represented by store-focused. The resultant three shopper segments are known as the mindful shopper (positive and negative coping), and the indulgent and the optimal shoppers (more positive coping).

AB - Using the regulatory-focus theory (i.e. promotion- and prevention-focused concepts), the research investigates shoppers’ positive/negative coping behaviours and segmentation linked to COVID-19. Supported by an online survey with 213 shoppers conducted after the first national lockdown (March 2020), factor analysis identified a set of four shopping factors meaningful to profile shoppers’ coping behaviours and segmentation. Positive coping is represented by quality-, price- and brand-focused shopping factors, whereas negative coping is represented by store-focused. The resultant three shopper segments are known as the mindful shopper (positive and negative coping), and the indulgent and the optimal shoppers (more positive coping).

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KW - shopper behaviour

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KW - segmentation

KW - retail strategy

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DO - 10.1016/j.jretconser.2021.102811

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SN - 0969-6989

VL - 64

JO - Journal of Retailing and Consumer Services

JF - Journal of Retailing and Consumer Services

M1 - 102811

ER -

Profiling shoppers’ coping behaviours during a pandemic crisis: a regulatory focus perspective

Abstract

Keywords

Access to Document

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Research output

The collapse of The Body Shop shows that ‘ethical’ branding is not a free pass to commercial success

Treat culture: why indulging in small, affordable pleasures can help you cope with tough times

Profiling shoppers’ coping behaviours during a pandemic crisis: A regulatory focus perspective

Press/Media

Cost of Living: Are you using your credit card more?

Cite this