Emotional Influences in Consumer Self-Regulatory Behaviour and Goal Intention

Abstract

Consumer self-regulation is a critical aspect of consumer behaviour especially in this digital era with increased avenues of social commerce and online shopping platforms and emotions can have a significant impact on a consumer's ability to regulate their behaviour. Emotions significantly affect consumer self-regulation as they can influence the extent to which consumers are able to resist temptations and pursue their goals. Emotions can either facilitate or inhibit self-regulation. Literature suggests that positive emotions and anticipated guilt can facilitate self-regulation by enhancing goal-directed behaviour and executive control, while negative emotions mostly inhibit self-regulation by depleting cognitive resources. PCE influences future intentions and mediates the impact of emotions on intentions. This article synthesizes the literature to investigate the effect of emotions on Consumer Self-Regulation and its relationship with goal intention with the moderating effect of Perceived Consumer Effectiveness.