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

Lydia Hanks, Anna S. Mattila

Research output: Contribution to journalArticlepeer-review

17 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)625-637
Number of pages13
JournalJournal of Travel Research
Volume53
Issue number5
DOIs
StatePublished - Sep 2014

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management

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