Consumer misbehavior that harms other consumers and/or retailers has occurred recently during Black Friday (BF) sales. Using a combination of theoretical perspectives, the purpose of our research was to gather information about BF shopping to use in questionnaire development, to investigate potential relationships among the variables identified, and to suggest ideas for future research. From a survey of BF shoppers, we found shoppers who perceived they expended effort planning for and shopping on BF were likely to misbehave. We also found BF shoppers who expended effort planning and executing their BF shopping tended to score high on trait impulsivity. While this may seem contradictory, it can be explained by considering that people who expend effort in their BF planning may cognitively plan their BF activities and then take advantage of unplanned deals along the way. Our results support premises of the general aggression model to explain consumer misbehavior on BF.
Anderson, C.A., Benjamin, A.J., & Bartholow, B.D. (1998). Does the gun pull the trigger: Automatic priming effects of weapon pictures and weapon names. Psychological Science, 9, 308-314.
2.
Anderson, C.A., & Bushman, B.J. ( 2002). Human aggression. Annual Review of Psychology , 53, 27-51.
3.
Associatedcontent.com. (2007). Check your stores’ after Thanks giving day sales ads online now! Retrieved November 19, 2009, from http://www.associatedcontent.com/article/443385/where_to_find_2007_black_friday_ads.html?cat=46
4.
Back, M.D., Schmukle, S.C., & Egloff, B. ( 2010). Why are narcissists to charming at first sight? Decoding the narcissism-popularity link at zero acquaintance. Journal of Personality and Social Psychology, 98, 132-145.
5.
Bagozzi, R.P. ( 1975). Marketing as exchange. Journal of Marketing , 39, 32-39.
6.
Barbaro, M. ( 2006a, November 25). Attention, holiday shoppers: We have fisticuffs in aisle 2. Retrieved January 21, 2007, from http://www.nytimes.com/2006/11/25/business/25shop.html?_r=1&pagewanted=2&ei=5087%0A&em&en=e8b3e335cf3fa05c&ex=1164603600&oref=slogin
7.
Barbaro, M. ( 2006b, November 27). Black Friday turned green at the malls before dawn. Retrieved January 21, 2007, from http://www.nytimes.com/2006/11/27/business/27shop.html?ref=business
8.
Bonifield, C., & Cole, C. ( 2007). Affective responses to service failure: Anger, regret, and retaliatory versus conciliatory responses. Marketing Letters , 18, 85-99.
9.
Bougie, R., Pieters, R., & Zeelenberg, M. (2003). Angry customers don’t come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services. Academy of Marketing Science Journal, 31(4), 377-393.
10.
Carr, D. ( 2008). Media and retailers both built Black Friday. Retrieved January7, 2009, from http://www. nytimes.com/2008/12/01/business/media/01carr.html?_r=1&ref=media
11.
Chandon, P., Wansink, B., & Laurent, G. ( 2000). A benefit congruency framework of sales promotion effectiveness . Journal of Marketing, 64, 65-81.
12.
Complaints.com. (2005). Toshiba laptop/Black Friday sale. Retrieved December 8, 2009, from http://www.complaints.com/directory/2005/november/27/26.htm
13.
Delzell, D. ( 2006, November 27). BrainTrust Query: Black Friday . . . store traffic, but at what cost? Retrieved November 27, 2006, from http://www.retailwire.com/Index.cfm
14.
Dholakia, U.M. ( 2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing , 17, 955-982.
15.
Donnellan, M.B., Trzesniewski, K.H., Bobins, R.W., Moffitt, T.E., & Caspi, A. ( 2005). Low self-esteem is related to aggression, antisocial behavior, and delinquency. Psychological Science, 16, 328-335.
16.
Eagly, A.H., & Steffen, V.J. ( 1986). Gender and aggressive behavior: A meta-analytic review of the social psychological literature. Psychological Bulletin , 100, 309-330.
17.
Faber, R., & O’Guinn, T. (1988). Compulsive consumption and credit abuse. Journal of Consumer Policy, 11, 97-109.
18.
Fogel, S.O., & Thornton, C.G. (2008). What a hassle! Consumer perceptions of costs associated with sales promotions. Journal of Promotion Management, 14, 31-44.
19.
Fullerton, R.A., & Punj, G. ( 1993). Choosing to misbehave: A structural model of aberrant consumer behavior. In L. McAlister, & M. L. Rothschild, (Eds.), Advances in consumer research (Vol. 20, pp. 570-574). Provo, UT: Association for Consumer Research.
20.
Fullerton, R.A., & Punj, G. ( 2004). Repercussions of promoting an ideology of consumption: Consumer misbehavior. Journal of Business Research, 57, 1239-1249.
21.
Guerra, N., Nucci, L., & Huesmann, L.R. (1994). Moral cognition and childhood aggression. In L. Rowell Huesmann, (Ed.), Aggressive behavior: Current perspectives (pp. 13-33). New York, NY: Plenum Press.
22.
Harris, L.C., & Ogbonna, E. ( 2002). Exploring service sabotage: The antecedents, types and consequences of frontline, deviant, antiservice behaviors. Journal of Service Research, 4, 163-183.
23.
Harris, L.C., & Reynolds, K.L. (2004). Jaycustomer behavior: An exploration of types and motives in the hospitality industry. Journal of Services Marketing, 18, 339-357.
24.
Hausman, A. ( 2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing , 17(5), 403-419.
25.
Henning, S. ( 2010, November 23). The science of shopping: Impulse buying is nothing if not natural. Retrieved January 26, 2011, from http://www.2.ljworld.com/news/2010/nov/23/science-shopping-impulse-buying-nothing-if-not-nat/
26.
Huefner, J.C., & Hunt, H.K. ( 2000). Consumer retaliation as a response to dissatisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 13, 61-82.
27.
Hui, M.K., & Bateson, J.E.G. (1991). Perceived control and the effects of crowding and consumer choice on the service experience. Journal of Consumer Research, 18, 174-184.
28.
Izard, C.E. ( 1972). Patterns of emotions. New York, NY : Academic Press.
29.
Jenkins, W.O., & Stanley, J.C. ( 1950). Partial reinforcement: A review and critique. Psychological Bulletin, 47, 193-234.
30.
Kavilanz, P.B. ( 2007). Wal-Mart: Stop leaking Black Friday deals. CNNMoney.com. Retrieved November 19, 2009, from http://money.cnn.com/2007/10/18/news/companies/walmart_blackfridaylegal/index.htm
31.
Kim, J-H., Kim, M.J., & Lennon, S. ( 2009). Effects of website atmospherics on consumer responses: Music and product presentation. Direct Marketing: An International Journal, 3, 4-19.
32.
Kim, M.J., & Lennon, S.J. ( 2000). Television shopping for apparel in the U.S.: Effects of perceived amount of information on perceived risks and purchase intentions . Family and Consumer Science Research Journal, 28, 301-330.
33.
Kim, M.J., & Lennon, S.J. ( 2005). The effects of customers’ dress on salesperson’s service in large-sized clothing specialty stores. Clothing and Textiles Research Journal, 23, 78-87.
34.
Kim, M.J., & Lennon, S.J. ( 2011). Consumer response to online apparel stockouts. Psychology & Marketing, 28, 115-144.
35.
Knight, G.P., Fabes, R.A., & Higgins, D.A. ( 1996). Concerns about drawing causal inferences from meta-analyses: An example in the study of gender differences in aggression. Psychological Bulletin, 119, 410-421.
36.
Locke, K.D. ( 2009). Aggression, narcissism, self-esteem, and the attribution of desirable and humanizing traits to self versus others. Journal of Research in Personality, 43, 99-102.
37.
Machleit, K.A., Eroglu, S.A., & Mantel, S.P. ( 2000). Perceived retail crowding and shopping satisfaction: What modifies this relationship? Journal of Consumer Psychology , 9, 29-42.
38.
Mattila, A.S., & Wirtz, J. ( 2008). The role of store environmental stimulation and social factors on impulse purchasing. Journal of Services Marketing , 22, 562-567.
39.
Mehrabian, A., & Russell, J.A. ( 1974). An approach to environmental psychology. Cambridge, MA: MIT Press.
40.
Mulhern, F.J., & Padgett, D.T. ( 1995). The relationship between retail price promotions and regular price purchases. Journal of Marketing, 59, 83-90.
41.
Park, J.H., & Lennon, S.J. ( 2004). Television apparel shopping: Impulse buying and parasocial interaction. Clothing and Textiles Research Journal, 22, 135-144.
42.
Porter, C.E., & Donthu, N. ( 2006). Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics. Journal of Business Research, 59, 999-1007.
43.
Porter, I. ( 2009, November 26). Black Friday shoppers, take caution. The News Journal, Wilmington, DE, pp. B3.
44.
Raghubir, P., Inman, J.J., & Grande, H. ( 2004). The three faces of consumer promotions. Calfornia Management Review, 46, 23-42.
45.
Raskin, R., & Terry, H. ( 1988). A principle-components analysis of the Narcissistic personality inventory and further evidence of its construct validity. Journal of Personality and Social Psychology, 54, 890-902.
46.
Reynolds, K.L., & Harris, L.C. ( 2006). Deviant customer behavior: An exploration of frontline employee tactics. Journal of Marketing Theory and Practice , 11, 95-111.
47.
Reynolds, K.L., & Harris, L.C. ( 2009). Dysfunctional customer behavior severity: An empirical examination. Journal of Retailing, 85, 321-335.
48.
Rockler-Gladen, N. ( 2009, September 28). Money-saving Black Friday shopping tips . Retrieved January 26, 2011, from http://www.suite101.com/content/moneysaving-black-friday-shopping-tips-a153669 .
49.
Rook, D.W., & Fisher, R.J. ( 1995). Normative influence on impulsive buying behavior. Journal of Consumer Research, 22, 305-313.
50.
Rose, R.L., & Neidermeyer, M. (1999). From rudeness to road rage: the antecedents and consequences of consumer aggression. In E. J. Arnould, & L. M. Scott, (Eds.), Advances in consumer research (Vol. 26, pp. 12-17). Provo, UT: Association for Consumer Research.
51.
Rupp, D.E., & Spencer, S. ( 2006). When customers lash out: The effects of customer interactional injustice on emotional labor and the mediating role of discrete emotions. Journal of Applied Psychology, 91, 971-978.
52.
Ruth, E. ( 2006, November 25). Naughty, nice go shopping. Retrieved November 26, 2006, from http://www. delawareonline.com/apps/pbcs.dll/article?AID=2006611250313
53.
Strahan, R., & Gerbasi, K.C. ( 1972). Short, homogeneous versions of the Marlowe-Crowne Social Desirability Scale. Journal of Clinical Psychology, 28, 191-193.
54.
Xie, L., Kukar-Kinney, M., & Monroe, K.B. ( 2010). Effects of consumers’ efforts on price and promotion fairness perceptions. Journal of Retailing, 86, 1-10.
55.
Zewe, A. ( 2007, November 26). Black Friday 2007: Black Friday sales benefit shoppers, retailers. Retrieved December 1, 2007, from http://communitypub.com/stories/11-26-2007/005_black_friday_side.html
