Motivated by potential savings, an increasing number of consumers travel to neighboring countries for the main purpose of shopping. This cross-border shopping might seriously harm local economies, for example in terms of revenue, unemployment, and social well-being. In a quasi-field experiment, we show that cross-border shoppers are aware of their irresponsible behavior and feel inner conflicts. These conflicts affect their emotions and their intended future purchase behaviors. As consumers' inner conflicts depend on who they blame for the price differences (either national retailers or foreign economies), public policy makers should actively communicate the reasons for price differences between neighboring countries.
Language
English
Keywords
Cross-border shopping
inner conflicts
positive emotions
negative emotions
Attribution Theory
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Paradigm Shifts & Interactions
Publisher
European Marketing Academy
Publisher place
Valencia
Start page
215
Event Title
43rd European Marketing Academy (EMAC) Annual Conference