Do anticipated emotions influence behavioural intention and behaviour to consume filled chocolates?

Abstract

Purpose - The purpose of this paper is to examine the influence of anticipated emotions (AE) on behavioural intention and behaviour to consume filled chocolates and to give an indication on the possible differences in consumer behaviour between two countries. Design/methodology/approach - The theory of planned behaviour (TPB) was used to explain the consumption of chocolate. In this study, TPB is extended with a construct for AE. Findings - A total of 859 consumers in Belgium and Hungary participated in the study and results showed that including AE increases the predicted variance of the TPB. Moreover, AE have a positive effect on the intention and the actual behaviour of consumers. Next, the study suggests that Belgian consumers are more influenced by their emotional and control beliefs and that Hungarian consumers are also driven by opinion of family and friends and some behavioural beliefs. Practical implications - Overall, TPB can contribute to the understanding of behavioural intention and behaviour towards eating filled chocolate. Moreover, it can help to develop a marketing plan for specific consumer segments as it can identify influencing factors and consumer beliefs towards a product. Originality/value - This is the first study that compares the fit of the TPB model with and without the construct of AE. The work contributes to the growing literature on emotions as it does not focus on emotions elicited during or after consumption, but explores if the AE also play a significant role in behaviour

Chocolate Consumption and Purchasing Behaviour Review: Research Issues and Insights for Future Research

“…al. [67] confirms this consumer perception. Consumers prefer chocolate sweetened with sugar rather than with sweetener.…”

“…In Asia, the topics addressed were the influence of the country of origin, genetic modification, brand, demographic factors and product affection. Some of the studies carried out a cross-country analysis by comparing different European chocolate consumers' behaviours [58,67]. The issue of health is addressed for the first time in 2010, and only in six European focused studies [25,32,35,49,50,58], where it does not appear as a particular cause for concern for consumers.…”

“…One exception applies to Belgian consumers, who are more impulse-controlled [58]. De Pelsmaeker et al (2017) [67] show that, when Belgians consume filled chocolate, they are governed by health concerns rather than the pleasure of the moment. Moreover, consumers are more likely to make healthier choices when exposed to information about costs.…”

Testing Model of Purchase Intention for Fast Food in Mexico: How do Consumers React to Food Values, Positive Anticipated Emotions, Attitude toward the Brand, and Attitude toward Eating Hamburgers?

“…However, the emotions are present throughout the process of consumer behavior, but it is vital to determine what the origin of this is. Pelsmaeker et al (2017) [69] explained the relationship of emotions in the begging of the process of consumer intention, and they determined the relevance of applying an evaluation before recognizing the need. Emotions can indeed be positive and negative depending on the moment or value.…”

Understanding the Influence of Belief and Belief Revision on Consumers’ Purchase Intention of Liquid Milk

“…Therefore, scholars underline the importance of extending the TPB, focusing on the specific context of usage, to enhance the viability of the variations in usage behavior (Hsu & Huang, 2012). In doing so, researchers have included several constructs, such as selfidentity processes (Shaw et al, 2000), the achievement of personal goals (Perugini & Bagozzi, 2001), descriptive norms (Høie et al, 2010), moral norms (Høie et al, 2010), anticipated emotions (Ajzen & Sheikh, 2013), perceived risk and benefit (Lee, 2013), uncertainty (Quintal et al, 2010), past behaviors (Lam & Hsu, 2006), user satisfaction (Baker & Crompton, 2000), technology readiness (Chen & Li, 2010), belief expectancy-value multiplicative score (Chan et al, 2015), emotional belief (De Pelsmaeker et al, 2017), to signify the predictive power of the TPB. The results demonstrate that the extended version of the TPB shows more concrete insight into behavior and behavioral intention.…”