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Full-Text Articles in Business
Negative Forces In Consumption: Their Unpleasant But Undeniable Influence On Consumers, Yumei Mu
Negative Forces In Consumption: Their Unpleasant But Undeniable Influence On Consumers, Yumei Mu
Graduate Theses, Dissertations, and Problem Reports
An unfortunate reality of consumer behavior is that it has a negative side: Consumers can experience negative emotions (Harrison-Walker, 2019); firm-consumer relationships can grow sour (Do, 2019); and so on. Already quite prevalent, negative forces in consumption have only increased lately because of the COVID-19 pandemic (Gaydos, 2020). Given the pervasiveness of negative forces in consumer behavior, it is very important for consumer psychologists to study them. To that end, the three essays in this dissertation explore wide-ranging facets of negative forces in consumer behavior and, collectively, greatly augment the field’s understanding of the behaviors, processes, and outcomes comprising the …