Deriving happiness through extraordinary or ordinary brand experiences in times of COVID-19 threat

Jiao，Jinfeng1,2,3; Lu，Fang Chi2,4; Chen，Nuoya5,6

2022

10.1111/joca.12465

JOURNAL OF CONSUMER AFFAIRS   Impact Factor & Quartile

0022-0078

1745-6606

The authors examined how the joint effect of brand experience type (ordinary vs. extraordinary) and COVID-19 threat on consumer happiness changed at different stages of the COVID-19 pandemic. The findings from five studies, with the COVID-19 threat and lockdown status measured as well as manipulated, suggest that COVID-19 threat exerts converse moderating influences on the extraordinariness–happiness relationship under no lockdown and lockdown. Under lockdown, threat attenuates the effect of brand extraordinariness on happiness; extraordinary brand experiences bring more happiness than ordinary brand experiences when the perceived threat of COVID-19 is low, but consumers derive comparable happiness from extraordinary and ordinary experiences when perceived threat is high. Under no lockdown, threat amplifies the positive effect of extraordinariness on happiness. Consumers rarely experience a large-scale lockdown due to a pandemic, and this research advances understanding of how consumer happiness from a brand experience changes with the trajectory of a pandemic.

brand experience consumer happiness COVID-19 threat lockdown

English

Corresponding

ECONOMICS BUSINESS

2-s2.0-85133063628

Scopus

1.Amazon,410 Terry Ave N,Seattle,United States
2.Henry B. Tippie College of Business,The University of Iowa,Iowa City,United States
3.School of Management,Binghamton University,Binghamton,United States
4.Department of Management and Marketing,Faculty of Business and Economics,University of Melbourne,Melbourne,Australia
5.School of Management,Fudan University,Yangpu District,China
6.Department of Information Systems and Management Engineering,College of Business,Southern University of Science and Technology,Shenzhen,China

Jiao，Jinfeng,Lu，Fang Chi,Chen，Nuoya. Deriving happiness through extraordinary or ordinary brand experiences in times of COVID-19 threat[J]. JOURNAL OF CONSUMER AFFAIRS,2022.

Jiao，Jinfeng,Lu，Fang Chi,&Chen，Nuoya.(2022).Deriving happiness through extraordinary or ordinary brand experiences in times of COVID-19 threat.JOURNAL OF CONSUMER AFFAIRS.

Jiao，Jinfeng,et al."Deriving happiness through extraordinary or ordinary brand experiences in times of COVID-19 threat".JOURNAL OF CONSUMER AFFAIRS (2022).