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Julie Z. Sneath,Russell Lacey,Pamela A. Kennett-Hensel 한국마케팅과학회 2014 마케팅과학연구 Vol.24 No.2
This research is composed of two cross-sectional studies that examine the lingeringemotional distress associated with a natural disaster and extend the understanding of itsimpact on consumption attitudes and behaviors when victims are confronted with additionalchallenges. The first study examines victims’ (n ¼ 426) depression-induced impulsive andcompulsive buying after Hurricane Katrina; the second investigates how the recession hasexacerbated victims’ (n ¼ 191) lingering stress and depressive states, and the effects ofthese on consumption. These historical events provide a unique opportunity to extend thelife event and disaster research and to examine the relationship between negative events andspecific consumer behaviors. Results indicate that, years later, compulsive buying has notsubsided, and the adversity brought on by the recession appears to have contributed toextended depressive states. Implications for marketers and public policy makers arediscussed, as they relate to how vulnerable consumers cope with negative life events.
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