Constructs and indicators
| Construct | Code | Indicator | Authors |
|---|---|---|---|
| Emotional marketing | EM1 | I feel an emotional connection with certain consumption experiences | Adapted from Thomson, MacInnis and Park (2005) |
| EM2 | Some brands or products make me feel a special connection | ||
| EM3 | At times, I feel emotionally involved with what I purchase | ||
| EM4 | Sometimes, I feel genuine passion for what I consume | ||
| EM5 | Certain products or experiences create a strong emotional attachment in me | ||
| EM6 | Consuming certain products makes me feel happy | ||
| EM7 | I feel emotional enjoyment when buying things I like | ||
| EM8 | Buying things that matter to me makes me feel secure | ||
| EM9 | I feel more confident when consuming products that emotionally move me | ||
| Consumer happiness | CH1 | I feel satisfied with the purchasing decisions I make | Adapted from Cuesta-Valiño et al. (2023) |
| CH2 | Shopping is a gratifying experience for me | ||
| CH3 | I feel that my purchases contribute to my overall happiness | ||
| CH4 | I believe what I buy enhances my quality of life | ||
| CH5 | I enjoy shopping for things I like | ||
| CH6 | I get excited when making certain purchases | ||
| CH7 | Shopping sometimes helps me relieve stress | ||
| CH8 | Buying what I desire helps me forget about my worries for a while | ||
| CH9 | Some shopping experiences completely absorb my attention | ||
| CH10 | When I’m shopping, time often flies | ||
| CH11 | Treating myself to certain purchases makes my effort feel worthwhile | ||
| CH12 | Buying things I value makes me feel fortunate | ||
| CH13 | Sometimes I feel that my purchases can also benefit others | ||
| CH14 | Being able to buy what I desire motivates me to keep striving | ||
| Brand self-connection | BSC1 | I feel closer to brands that resemble me | Adapted from Escalas and Bettman (2003) |
| BSC2 | I identify with brands that share my way of thinking or my values | ||
| BSC3 | When a brand represents me, I feel more comfortable buying it | ||
| BSC4 | I like when a brand reflects who I am or how I feel | ||
| BSC5 | I prefer brands that help me express my style or personality | ||
| BSC6 | Sometimes I feel certain brands understand me better than others | ||
| BSC7 | I connect more easily with brands that fit my personality | ||
| BSC8 | It is easier to trust brands that align with my way of seeing life | ||
| BSC9 | I am attracted to brands that make me feel “this is so me” | ||
| Work environment | PI1 | I believe that being guided by my emotions when buying is positive | Adapted from Ajzen (1991) |
| PI2 | I enjoy a purchase more when there is an emotional connection with the product or experience | ||
| PI3 | I think making purchases that make me feel good is a good decision | ||
| PI4 | Buying things that generate positive emotions is valuable to me |
| Construct | Code | Indicator | Authors |
|---|---|---|---|
| Emotional marketing | EM1 | I feel an emotional connection with certain consumption experiences | Adapted from |
| EM2 | Some brands or products make me feel a special connection | ||
| EM3 | At times, I feel emotionally involved with what I purchase | ||
| EM4 | Sometimes, I feel genuine passion for what I consume | ||
| EM5 | Certain products or experiences create a strong emotional attachment in me | ||
| EM6 | Consuming certain products makes me feel happy | ||
| EM7 | I feel emotional enjoyment when buying things I like | ||
| EM8 | Buying things that matter to me makes me feel secure | ||
| EM9 | I feel more confident when consuming products that emotionally move me | ||
| Consumer happiness | CH1 | I feel satisfied with the purchasing decisions I make | Adapted from |
| CH2 | Shopping is a gratifying experience for me | ||
| CH3 | I feel that my purchases contribute to my overall happiness | ||
| CH4 | I believe what I buy enhances my quality of life | ||
| CH5 | I enjoy shopping for things I like | ||
| CH6 | I get excited when making certain purchases | ||
| CH7 | Shopping sometimes helps me relieve stress | ||
| CH8 | Buying what I desire helps me forget about my worries for a while | ||
| CH9 | Some shopping experiences completely absorb my attention | ||
| CH10 | When I’m shopping, time often flies | ||
| CH11 | Treating myself to certain purchases makes my effort feel worthwhile | ||
| CH12 | Buying things I value makes me feel fortunate | ||
| CH13 | Sometimes I feel that my purchases can also benefit others | ||
| CH14 | Being able to buy what I desire motivates me to keep striving | ||
| Brand self-connection | BSC1 | I feel closer to brands that resemble me | Adapted from |
| BSC2 | I identify with brands that share my way of thinking or my values | ||
| BSC3 | When a brand represents me, I feel more comfortable buying it | ||
| BSC4 | I like when a brand reflects who I am or how I feel | ||
| BSC5 | I prefer brands that help me express my style or personality | ||
| BSC6 | Sometimes I feel certain brands understand me better than others | ||
| BSC7 | I connect more easily with brands that fit my personality | ||
| BSC8 | It is easier to trust brands that align with my way of seeing life | ||
| BSC9 | I am attracted to brands that make me feel “this is so me” | ||
| Work environment | PI1 | I believe that being guided by my emotions when buying is positive | Adapted from |
| PI2 | I enjoy a purchase more when there is an emotional connection with the product or experience | ||
| PI3 | I think making purchases that make me feel good is a good decision | ||
| PI4 | Buying things that generate positive emotions is valuable to me |
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