Revenge Consumption
🧠Psych - 178/200
Heyy,
Hope you're having a great week.
This term called Revenge Consumption is quite popular. Let's see what it really is.
What is it?
You spend your whole day doing something you might not like doing much and stay away from your phone, not being able to attend notifications, time to scroll reels or TikTok.
But you brain gives you that little urge to do it. How do you do it? But substituting it at the end of the day, at night, when it’s time to sleep, affecting your sleep hours. That’s Revenge Consumption.
Similarly, travelling now because people couldn’t at COVID times due to lockdown is a thing now, being called Revenge Travelling.
There’s also a thing called Revenge Shopping. People tend to alleviate their negative emotions by shopping. Considering the change of shopping behavior during COVID-19 outbreak, negative emotions are the key contributors to this change.
In this light, this study aims to investigate how negative emotions caused by COVID-19 affect shopping behaviors. This study classified consumer groups based on their perceived negative emotions (i.e., anxiety, fear, depression, anger, and boredom). [1]
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What do I need to know?
Study related results revealed all emotional groups affect socialization seeking and influence high-priced shopping intentions.
However, depression and indifference are positively associated with socialization seeking and influence bulk shopping intentions.
In addition, other emotions except for anxiety affect mood alleviation and influence high-priced shopping intentions.
Finally, anger is associated with self-control seeking and affects bulk shopping intentions.
References & Studies: -
https://www.sciencedirect.com/science/article/pii/S0969698921004409
https://www.npr.org/2022/06/16/1105323610/flight-tickets-inflation-pandemic-revenge-travel-vacation-europe-recession
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