Stay or leave: Applying Approach–Avoidance Theory to virtual environments

Clark, W. Randy; Ezell, Jeremy D.; Clark, Jeff; Sheffield, Denisse N

doi:10.1057/dbm.2009.25

Cited by 19 publications

(11 citation statements)

References 27 publications

(78 reference statements)

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“…Furthermore, the phrases “better mood” and “want to try it again and again” explain the results of their emotional state of pleasure. This finding confirms the argument from Clark et al (2009) that the feelings of pleasure can be the most important characteristic that could make consumers approach the product. Furthermore, when the participants described their aspirations, most of them expected the beverage to have less ice, not-too-sweet taste, relative ease to chew the tapioca balls and more product variations.…”

Section: Resultssupporting

confidence: 88%

“…Furthermore, three emotional dimensions, i.e. pleasure, arousal, and dominance, play important roles in consumer behavior (Russell and Mehrabian, 1978; Lutz and Kakkar, 1975; Clark et al , 2009). Pleasure refers to the state of feelings that range between severe sadness and great happiness.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Regarding dominance, Russell and Mehrabian (1978) suggest that people approach submissive environments as they feel in control over the situation. Approach-avoidance theory also discusses affiliation, as one behavior relates to arousal when individuals engage with other people (Clark et al , 2009). A desire to affiliate with environments is influenced by the interactions of the three emotional dimensions.…”

Section: Literature Reviewmentioning

confidence: 99%

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What approach and avoidance factors drive Gen-Z consumers to buy bubble tea? An exploratory study

Istijanto¹,

Handoko²

2021

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Purpose Bubble tea has become a popular beverage among the Gen-Z population in recent years, not only in Asia where this beverage originated, but also worldwide. This research aims to understand the motivational factors of Gen-Z consumers in Indonesia in purchasing bubble tea products. Design/methodology/approach This research adopts a qualitative methodology by interviewing 22 Gen-Z consumers living in Indonesia. A thematic-analysis approach and NVivo software are applied for the data analysis. Findings Eight factors, i.e. taste, texture, packaging, store, price, health, trend and brand, play important roles in explaining how the emotional dimensions (pleasure, arousal and dominance) created by the environmental stimuli of bubble tea were approached or avoided within the purchasing behaviors of Gen-Z consumers. This study also identified affiliation behaviors as the result of interactions between the three dimensions. Research limitations/implications As a qualitative study, this research used a particular and limited context to gain insights. Hence, a broader scale of research using a quantitative approach is recommended to validate the factors influencing purchasing behavior among the Gen-Z population. Practical implications This study can help practitioners to gain a better understanding of Gen-Z consumers’ behaviors on beverage products and to formulate effective marketing strategies. Originality/value To the best of the authors’ knowledge, by adopting a qualitative approach, this study is among the first to explore more deeply the emotional dimensions that drive Gen-Z’s decisions regarding whether to purchase a bubble tea product or not.

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Section: Resultssupporting

confidence: 88%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

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What approach and avoidance factors drive Gen-Z consumers to buy bubble tea? An exploratory study

Istijanto¹,

Handoko²

2021

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“…Avoidance indicates actions that keep one away from the stimuli, describing a person's behavior to leave, escape or abandon (Kamboj et al, 2018). For example, an individual who encounters pleasurable stimuli would show approaching behavior, and unfavorable stimuli would result in avoiding behavior (Clark et al, 2009;Kim and Lennon, 2013). Providing high-quality tangible outcomes and intangible services can evoke positive emotions and eventually generate favorable behaviors (Islam and Rahman, 2017;Namkung and Jang, 2010).…”

Section: Theoretical Basis and Research Hypothesis 21 Stimulus-organism-response Modelmentioning

confidence: 99%

Research on the influence of balance patch on players' character preference

Wang

Yang

et al. 2020

INTR

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PurposeThe balance patch is an important but not well studied area to maintain game fairness and improve player entertainment. In this paper, we examine the effect of balance patch on player's character preference and further explore the moderating effect of psychological distance and character selection pattern.Design/methodology/approachIn study 1, a web crawler was used to get server-side data of 40, 974 multi-player online battle arena (MOBA) players through official application programming interfaces (APIs). A paired-T test and a stepwise regression were performed to verify the hypothesis. In study 2, a 2-patch type (buff vs nerf) × 2 psychological distance (near vs distant) × 2 character selection pattern (stable vs variable) between-subjects design was adopted to confirm the empirical conclusions through questionnaire survey design and further explored the mediating effect of patch adjustment perception.FindingsThe analyzed results showed that the buff patch led to an increase in players' character preference, while the nerf patch led to a decrease in players' character preference. Moreover, the main effect was mediated by patch adjustment perception. Furthermore, psychological distance and character selection pattern both moderated the relationship between balance patch and character preference changes. The character preference of the near psychological distance increased more significantly elicited by buff patches and decreased more significantly in an adverse situation. Similarly, players with variable selection pattern of characters were more sensitive to the stimuli, and the character preference of the variable group changed more significantly than that of the stable group caused by balance patch release.Originality/valueThis paper studies the influence of a patch on the balance of character strength on player preference, which expands the research on game balance and fairness. The present results contribute to the theoretical research on consumer behavior of psychological distance and character selection pattern elicited by balance patches. Meanwhile, the results indicate that psychological distance theory can apply to the study of the relationship between players and virtual characters.

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“…Environments perceived positively impact a consumer's willingness to remain, explore and socialise and, by extension, browse and purchase within the store (Andreu et al, 2006;Foxall, 1997). This theory argues that emotions (pleasure and arousal) created by environmental stimuli directly influence approach-avoidance responses (Clark et al, 2009). Given the empirical support for the positive effect of store environments, and the consequential results on behaviour, retailers must establish mechanisms by which they are able to ensure, or at least increase, the likelihood of such outcomes, and therefore reduce avoidance and increase approach behaviour amongst target markets (Davies et al, 2003;Fiore et al, 2000).…”

Section: The Retail Environmentmentioning

confidence: 99%