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Flow Experiences in Shopping Activities: Testing Materialistic Goal Orientation as an Antecedent

Amy Isham Orcid Logo, Tim Jackson

Psychological Reports

Swansea University Author: Amy Isham Orcid Logo

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DOI (Published version): 10.1177/00332941231159615

Abstract

Given that flow experiences when shopping can encourage positive brand attitudes and purchase behaviours, consumer psychologists are interested in the antecedents to flow within retail environments. Emerging findings suggest that a materialistic goal orientation can undermine an individual’s tendenc...

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Published in: Psychological Reports
ISSN: 0033-2941 1558-691X
Published: SAGE Publications 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa62665
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first_indexed 2023-02-15T11:13:47Z
last_indexed 2023-03-04T04:14:46Z
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spelling v2 62665 2023-02-15 Flow Experiences in Shopping Activities: Testing Materialistic Goal Orientation as an Antecedent 5fce1ddf9df54207881ee2541a8e0074 0000-0001-6089-709X Amy Isham Amy Isham true false 2023-02-15 PSYS Given that flow experiences when shopping can encourage positive brand attitudes and purchase behaviours, consumer psychologists are interested in the antecedents to flow within retail environments. Emerging findings suggest that a materialistic goal orientation can undermine an individual’s tendency to have optimal experiences of flow. However, this existing work has been conducted largely within the field of Environmental Psychology and thus focused on flow experiences that occur in more ecologically sustainable activities. We hypothesized that materialism may not have the same flow-limiting effects when participants are engaged in shopping activities, which are more in line with the goals of highly materialistic individuals. Across two studies, we tested the relationship between materialism and the experience of flow during shopping activities using cross-sectional (N = 886) and experimental (N = 140) methods. Contrary to our hypothesis, both studies documented a negative effect of materialism on flow experiences when shopping, and this was not moderated by the type of store browsed. Accordingly, it appears that a materialistic goal orientation limits the extent to which people can have enjoyable flow experiences even during activities which are consistent with the life goals of highly materialistic individuals. We discuss the implications of these findings for wellbeing, marketing, and sustainability. Journal Article Psychological Reports 0 SAGE Publications 0033-2941 1558-691X Flow, materialistic goal orientation, shopping, store attitudes, purchase intentions 23 2 2023 2023-02-23 10.1177/00332941231159615 COLLEGE NANME Psychology School COLLEGE CODE PSYS Swansea University SU College/Department paid the OA fee Economic and Social Research Council, ES/M010163/1 2024-10-25T15:14:04.1986315 2023-02-15T11:11:11.2561927 Faculty of Medicine, Health and Life Sciences School of Psychology Amy Isham 0000-0001-6089-709X 1 Tim Jackson 2 62665__26732__a97290f2c7fa4d42aae6e539155087f4.pdf 62665_VoR.pdf 2023-03-03T15:38:23.5284280 Output 673495 application/pdf Version of Record true © The Author(s) 2023. Distributed under the terms of a Creative Commons Attribution 4.0 License (CC BY 4.0). true eng https://creativecommons.org/licenses/by/4.0/
title Flow Experiences in Shopping Activities: Testing Materialistic Goal Orientation as an Antecedent
spellingShingle Flow Experiences in Shopping Activities: Testing Materialistic Goal Orientation as an Antecedent
Amy Isham
title_short Flow Experiences in Shopping Activities: Testing Materialistic Goal Orientation as an Antecedent
title_full Flow Experiences in Shopping Activities: Testing Materialistic Goal Orientation as an Antecedent
title_fullStr Flow Experiences in Shopping Activities: Testing Materialistic Goal Orientation as an Antecedent
title_full_unstemmed Flow Experiences in Shopping Activities: Testing Materialistic Goal Orientation as an Antecedent
title_sort Flow Experiences in Shopping Activities: Testing Materialistic Goal Orientation as an Antecedent
author_id_str_mv 5fce1ddf9df54207881ee2541a8e0074
author_id_fullname_str_mv 5fce1ddf9df54207881ee2541a8e0074_***_Amy Isham
author Amy Isham
author2 Amy Isham
Tim Jackson
format Journal article
container_title Psychological Reports
container_volume 0
publishDate 2023
institution Swansea University
issn 0033-2941
1558-691X
doi_str_mv 10.1177/00332941231159615
publisher SAGE Publications
college_str Faculty of Medicine, Health and Life Sciences
hierarchytype
hierarchy_top_id facultyofmedicinehealthandlifesciences
hierarchy_top_title Faculty of Medicine, Health and Life Sciences
hierarchy_parent_id facultyofmedicinehealthandlifesciences
hierarchy_parent_title Faculty of Medicine, Health and Life Sciences
department_str School of Psychology{{{_:::_}}}Faculty of Medicine, Health and Life Sciences{{{_:::_}}}School of Psychology
document_store_str 1
active_str 0
description Given that flow experiences when shopping can encourage positive brand attitudes and purchase behaviours, consumer psychologists are interested in the antecedents to flow within retail environments. Emerging findings suggest that a materialistic goal orientation can undermine an individual’s tendency to have optimal experiences of flow. However, this existing work has been conducted largely within the field of Environmental Psychology and thus focused on flow experiences that occur in more ecologically sustainable activities. We hypothesized that materialism may not have the same flow-limiting effects when participants are engaged in shopping activities, which are more in line with the goals of highly materialistic individuals. Across two studies, we tested the relationship between materialism and the experience of flow during shopping activities using cross-sectional (N = 886) and experimental (N = 140) methods. Contrary to our hypothesis, both studies documented a negative effect of materialism on flow experiences when shopping, and this was not moderated by the type of store browsed. Accordingly, it appears that a materialistic goal orientation limits the extent to which people can have enjoyable flow experiences even during activities which are consistent with the life goals of highly materialistic individuals. We discuss the implications of these findings for wellbeing, marketing, and sustainability.
published_date 2023-02-23T15:14:02Z
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score 11.036837

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