PurposeThe purpose of this paper is to assess how regret affects consumer satisfaction levels, extent of rumination, and brand‐switching intention. The paper also seeks to examine any mediating effects between regret and rumination that can be found due to consumers' negative emotions.Design/methodology/approachA purchase‐decision scenario was presented to 125 undergraduate students. A between‐subjects experimental design was conducted and structural equation modelling was utilized to evaluate the model fit.FindingsThe results indicate that regret decreases consumer satisfaction level and increases brand‐switching intention. Negative emotion was found to demonstrate an indirect effect between regret and extent of rumination. The findings also suggest that negative emotion acts as a partially mediating variable between the effect of satisfaction levels on extent of rumination and the effect of regret on satisfaction levels.Practical implicationsThis study emphasizes the importance of post‐purchase consumer satisfaction. Marketers must pay particular attention to both regret and negative emotion toward purchase decisions. By understanding how specific recourse can be taken to mitigate regret, negative emotions, and ruminative thinking, firms can potentially enhance a brand's image and instil brand loyalty.Originality/valueThis research further validates existing research regarding regret and consumption, while introducing the concept of rumination into the marketing literature. Marketers will have a better understanding of how regret, negative emotions, and rumination can play a role in post‐purchase consumption behaviours.

Purpose -With a segment of consumers growing more health conscious, food manufacturers are feeding consumers' desire for more healthy products by "reformulating" their products to create healthier versions as well as positioning complete product lines as "healthier alternatives." The present research aims to examine variables crucial in the brand-building process for brands that are perceived as "healthy." Design/methodology/approach -A conceptual model with a theoretical basis in the branding literature is developed and tested on consumers using structural equation modeling.Findings -Results indicate that brand credibility, commitment and connection are essential in developing branding strategies for "healthy brands." A credible brand minimizes risk and increases consumer confidence. When consumers believe that a brand is credible and repeatedly purchase it, a commitment to the brand can develop. Finally, the brand can imbue such meaning that the consumer uses the brand to help construct and cultivate a desired self-image or self-concept.Original/value -This research provides important implications for developing effective brand management systems for healthy brands.

PurposeThis research examines how hedonic shopping experiences for online music impact emotion regulation processes and how feelings regarding previous online music purchases influence repeat purchase behaviour. The paper aims to introduce a model that explains and examines the meditating role of consumers' attitudes, emotion regulation and subjective norms in the shopping experience for online music.Design/methodology/approachStructural equation analysis based on AMOS 17.0 techniques, using the maximum likelihood estimation method, was used to assess the measurement and structural model. Confirmatory factor analysis was conducted to determine construct and discriminant validity before testing hypotheses of the structural model.FindingsResults indicate that shopping for music online involves an emotional and hedonic component. Specifically, consumer attitudes, emotion regulation as well as subjective norms influence repeat purchase intentions.Research limitations/implicationsEmotion regulation in traditional retailing environments has been heavily studied, however, limited research exists to examine emotion regulation in the online retailing environment. With the proliferation of online retailing, this study makes important contributions to understanding online shopping behaviour for hedonic products.Practical implicationsBased on the findings of this research, online music retailers should consider developing applicable customer‐valued alternatives to positively influence the overall online shopping experience.Originality/valueThis paper models consumer emotion regulation beyond the traditional retailing environment and examines it in a virtual retailing environment. Results prove to be important as emotion regulation impacts consumer behaviour beyond previously known traditional settings.

Purpose This research aims to examine the unique emotional distress experienced during the coronavirus (COVID-19) outbreak. It explores the role of fear and anxiety, what fueled it and how fear and anxiety impacted consumption and behaviors of conformity and compliance. Design/methodology/approach An exploratory assessment of the emotions and behaviors of individuals during the early part of the coronavirus outbreak (early March 2020) was conducted by sending a questionnaire to a national panel (n = 42). The insight offered from these individuals, in conjunction with prior literature, provided the basis for the development of a conceptual model that was tested using survey methodology (n = 691). Findings Both exploratory and empirical research indicate that ruminative thoughts were positively related to feelings of fear and anxiety, whereas trust in leadership was negatively related to fear and anxiety. Feelings of fear and anxiety were also associated with purchasing in large quantities, in compliance with guidelines to slow the spread of the virus and the management of negative feelings through consumption. Practical implications Important insight for marketers and public policymakers in how fear and anxiety might be both tempered and mitigated during emergencies is offered. Originality/value This research provides new insight into what fuels fear and anxiety during a pandemic and investigates how fear and anxiety impacts consumption and behaviors of conformity and compliance.

Consumer research has demonstrated that emotions play an important role in the decisionmaking process. Individuals may use consumption or purchasing as a way to manage their emotions. This research develops a model to help explain the process by which individuals engage in consumption to manage their emotions, and examines the efficacy of an advertisement for a hedonic product that uses affect-laden language to stimulate such a process. Results suggest that favourable emotional responses from an advertisement can lead to positive attitudes towards the advertisement, prefactual thinking in the form of hedonic rationalisations and greater behavioural intentions. Additionally, guilt from consuming and purchasing these hedonic products can be mitigated, which is also associated with greater behavioural intentions. Findings have implications for marketers and advertisers of hedonic products.