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Antecedents of consumer misbehaviour on Black Friday: A social responsibility view

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Consumer misbehaviour is non-normative behaviour in consumption situations and is a form of socially irresponsible behaviour motivated by self interest. Consumer misbehaviours have been widely reported on Black Friday (BF), the day after Thanksgiving in the US when retailers offer ‘doorbuster’ deals. Based on the exchange paradigm and the General Aggression Model (GAM), five hypotheses were developed and tested with structural equation modelling using data from BF shoppers (N=260). Results found that the presence of unpleasant fellow customers positively influenced perceptions of inequity, while crowding negatively influenced perceptions of inequity. Perceptions of crowding negatively affected consumer misbehaviour on BF, while the presence of unpleasant customers inflated consumer misbehaviour on BF. A positive relationship was found for perceptions of inequity on BF consumer misbehaviour. Both presence of unpleasant fellow customers and perceived crowding had significant indirect effects on BF consumer misbehaviour via perceptions of inequity. We show how BF misbehaviour is socially irresponsible and use a social responsibility framework to interpret results and suggest solutions that fairly balance the needs of all stakeholders.
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Keywords: Black Friday sales; General Aggression Model; consumer misbehaviour; exchange theory; inequity in exchange situations; social responsibility

Document Type: Research Article

Affiliations: 1: Indiana University 2: North Dakota State University 3: Oregon State University 4: University of Minnesota

Publication date: March 1, 2014

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  • Fashion, Style & Popular Culture is a peer-reviewed journal specifically dedicated to the area of fashion scholarship and its interfacings with popular culture. It was established to provide an interdisciplinary environment for fashion academics and practitioners to publish innovative scholarship in all aspects of fashion and popular culture relating to design, textiles, production, promotion, consumption and appearance-related products and services. Articles related to history, manufacturing, aesthetics, sourcing, marketing, branding, merchandising, retailing, technology, psychological/sociological aspects of dress, style, body image, and cultural identities, as well as purchasing, shopping, and the ways and means consumers construct identity as associated to Fashion, Style & Popular Culture are welcomed. The journal offers a broad range of written and visual scholarship and includes works done through various methods of research. We welcome conceptual, theoretical and translational applied research in the areas of fashion, style and popular culture. This journal hopes to stimulate new discussions in the fashion disciplines and to push the envelope of scholarship by welcoming new and established scholars to submit their works.
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