The Service Industries Journal

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Anticipated emotion in planned versus unplanned

purchase: scale development and validation

Sohel Ahmed & Ding Hooi Ting

To cite this article: Sohel Ahmed & Ding Hooi Ting (2020): Anticipated emotion in planned versus
unplanned purchase: scale development and validation, The Service Industries Journal, DOI:
10.1080/02642069.2020.1779224

To link to this article: https://doi.org/10.1080/02642069.2020.1779224

Published online: 17 Jun 2020.

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THE SERVICE INDUSTRIES JOURNAL
https://doi.org/10.1080/02642069.2020.1779224

Anticipated emotion in planned versus unplanned purchase:

scale development and validation
计划内和计划外采购中的预期情绪：规模发展和验证
Sohel Ahmeda and Ding Hooi Tingb
a
Department of Business Administration and Economics, Mazoon College, Muscat, Oman; bDepartment of
Management & Humanities, Universiti Teknologi PETRONAS, Bandar Seri Iskandar, Malaysia

ABSTRACT ARTICLE HISTORY

This study aims to conceptualize and validate an anticipated Received 17 January 2020
emotion in the planned versus unplanned purchase (AEPUP) scale. Accepted 2 June 2020
We develop and validate the AEPUP scale using the original
KEYWORDS
construct (as a basis). The procedures of scale development begin Anticipated emotion;
with construct definitions and are followed by a three-phase planned and unplanned
operation: (1) qualitative exploration of relevant dimensions and purchase; market positioning
items, (2) scale development procedure, and (3) establishment of strategy; customer
confirmatory factor analysis and nomological validity. The relationship management;
empirical findings show that the new scale (refined from the scale development
anticipated emotion concept) has sound psychometric properties
and is distinctive. This research contributes to the understanding 关键词
预期的情绪；计划内和计
of anticipated emotion concepts, as well as refines and improves
划外购买；市场定位策
the construct of AEPUP. Customer relationship management can 略；客户关系管理；规模
be significantly improved by applying the scale in the formulation 发展
and implementation of market segmentation, targeting, and
positioning strategy.

摘要
这研究旨在概念化和验证计划内和计划外购买（AEPUP）量表中
的预期情绪。我们使用原始结构发展和验证AEPUP量表。其发展
过程从构造定义开始，接着在三个阶段操作：（1）对相关方面
和项目进行定性探索；（2）规模发展过程；（3）建立验证性因
素分析和法则验证。实证结果表明，新的量表具有良好的心理测
量特性和独特性。这项研究有助于理解预期的情感概念。通过制
定和实施市场细分，目标定位及定位策略，可以显着改善客户关
系管理。

1. Introduction
Consumers’ anticipated emotion on purchase arises in situations of delayed consumption
behaviour. Delayed consumption behaviour is a halted experience between a person’s
original idea of consuming a product and the subsequent experience of using it (Bueno
et al., 2019; Vichiengior et al., 2019). Delayed consumption behaviour allows consumers
to prepare for or think about their future consumption in an emotionally fitting way.

CONTACT Ding Hooi Ting ting.dinghooi@utp.edu.my

© 2020 Informa UK Limited, trading as Taylor & Francis Group
2 S. AHMED AND D. H. TING

On many occasions, consumers make an intended purchase according to a list of pro-

ducts (e.g. shopping list (Ahmed & Ting, 2018)). They anticipate a positive experience in
consumption, assuming that a rational consumption behaviour happened. This type of
consumption is known as planned purchase behaviour. Purchasing products in line with
a shopping list could elicit positive or negative anticipated emotions on delayed
planned purchase behaviour (Xie et al., 2013).
However, in other scenarios, many consumers who have mentally rehearsed the
planned behaviour while shopping (and linked it to a situational effect) can change the
conscious control over their intended purchase decision to an unplanned purchase—if,
for example, these consumers tend to be influenced by situational cues (Carrington
et al., 2010). Even consumers making an unplanned purchase could experience a positive
anticipated emotion if they perceive an opportune benefit linked to the situational cues
that have guided the purchase. They could experience negative anticipated emotion in
the opposite scenario as well (Bagozzi et al., 2003).
Prior research on planned and unplanned purchases and their consequences has
shown that delayed consumption is a complicated but helpful guide for decision
making (Mellers & McGraw, 2001). Bagozzi et al. (2016) argue that in planned and
unplanned purchase circumstances, consumers consider the emotional implications of
their acts. Other research suggests that consumers anticipate the emotional implications
of their purchase choices. Anticipated feelings influence choices (e.g. purchasing an item
on discount) (Cai et al., 2015), using coupons before expiration dates (Wang & Huang,
2019), visiting desired shopping centres (Sourabh, 2017), and eating (Carfora et al.,
2017; Troop, 2016). Theoretically, Bagozzi et al. (2016) provide an extensive decision-
making model based on anticipated emotions. In the model, two anticipated emotions
motivating action (positive anticipated emotion of action and negative anticipated
emotion of action) are combined with two anticipated emotions motivating inaction (posi-
tive anticipated emotion of inaction and negative anticipated emotion of inaction).
Researchers have identified the importance of anticipated emotion and connected
these emotions with planned versus unplanned delayed consumption behaviour. For
example, studies show that anticipation boosts the success of new product launches
(Vichiengior et al., 2019). In certain hedonic cases, anticipation can also increase consump-
tion enjoyment compared with an absence of anticipation. Moreover, anticipation can
improve consumers’ subsequent consumption evaluation (Besharat & Nardini, 2018;
Lajante & Ladhari, 2019). Marketing research also indicates that consumers find delight
in anticipating potential consumption, such that the enjoyment derived from actual con-
sumption may be only one component of the complete enjoyment associated with that
consumption (Ahrholdt et al., 2019; Debora, 2018). Other studies show anecdotally that
anticipation is ‘better than achievement’ (Skinner & Brewer, 2002). Consumers may partici-
pate in anticipatory problem-solving activities such as planning, scheduling, and collection
of information for routine purchase behaviour (Harrison & Beatty, 2011). Customer antici-
pation in this sense may be a tactic to mitigate the effect of future consumption problems
and discomfort. For example, consumer habits are anticipated because of the predictive
concern felt when contemplating potential future problems (Ajzen & Sheikh, 2013). In
addition, research shows that in the anticipation period, emotions are related to postcon-
sumption emotions, behavioural intentions, and satisfaction (Nicole, 2014; Pollai et al.,
2010). The anticipated emotions and consumer purchase behaviour are tied closely to
 THE SERVICE INDUSTRIES JOURNAL 3

each other, and thus from both a consumer and marketing perspective, further examining
the planned versus unplanned purchase anticipated emotion phenomenon is critical.
However, only a few researchers have concentrated on the development of an anticipated
purchase emotion scale and its validity to create sound psychometric properties. There-
fore, current approaches to measuring anticipated purchase emotion lack standard recog-
nition, which has led to repeated debates.
Research on anticipated emotion measures is typically based on previous studies, such
as the operationalization of customer anticipation by manipulating stimuli that influence
consumer anticipated emotion. Studies have also examined anticipated emotions through
the understanding of qualitative investigations (Hamby et al., 2015). To date, however,
these studies have not considered the important question of how to measure AEPUP.
Although Bagozzi et al. (2003) used a measurement of anticipated emotion, their study
is based on experiments on adopted and adapted measures consolidated from extant lit-
erature. Moreover, we note three notable research gaps in the existing anticipated
emotion measures:

(1) Consumer anticipated emotion can be identified from a two-dimensional perspective

(i.e. positive versus negative anticipated emotion); however, existing scales do not
conclusively address both dimensions.
(2) It is assumed that consumers may modify their planned purchase behaviour when
they are in a retail environment as a result of exposure to situational cues. To
monitor consumer feelings, marketing managers are interested in understanding
anticipated purchase emotions for both planned and unplanned purchases.
However, prior measures do not capture the anticipated emotions of both kinds of
purchases and therefore are not conclusive in tracking and evaluating consumer
AEPUP.
(3) Extant measures do not provide specific questions to measure AEPUP; rather, they
provide keywords (e.g. happy, sad). A validated phrasing of questions is essential to
establish a psychometric property.

Because of these research gaps, neither scholars nor marketing managers have access
to a psychometrically validated AEPUP scale. Although some researchers use a multidisci-
plinary scale to measure anticipated emotion, a validated scale would strengthen this
research stream. More detailed knowledge of the construct of AEPUP and a precise
scale could assist researchers in comprehending the fundamental causes of delayed con-
sumption behaviour and consumer responses to such behaviour. Marketing managers
could use a validated scale to enhance effectiveness and efficiency in formulating
market segmentation and targeting positioning strategies that will foster customer
relationship management (CRM) (Falter & Hadwich, 2020).
To address this research gap, we connect our qualitative results with the emerging lit-
erature on anticipated emotion and identify an AEPUP construct. Our development and
validation process of a psychometric property consists of three empirical phases that
confirm the construct and its nomological validity. We conclude with a discussion of
how our scale can provide marketing managers with a new way of understanding
planned versus unplanned purchase emotions. This study thus contributes to the knowl-
edge of CRM, particularly in the area of market segmentation targeting and positioning
4 S. AHMED AND D. H. TING

strategies, by (1) defining and examining an AEPUP construct and (2) developing and vali-
dating a scale to quantify AEPUP.

2. AEPUP construct
The basic assumption of anticipated emotion is that people anticipate their own choices
(Patrick et al., 2009). Consumers attempt to predict the future emotional impacts of their
present behaviour through anticipated emotion (Nicole, 2014) or skipped behaviour
(Arnold & Reynolds, 2012). In this context, research defines anticipated emotion as fore-
casts of the emotional effects of the outcome or as a belief in one’s emotional responses
for future outcomes (Loewenstein et al., 2001). Zeelenberg et al. (2000) suggest that, for
example, people tend to avoid unfavourable delayed consumption feelings and pursue
favourable delayed consumption feelings (on a preference or preferential basis or to dis-
courage losses or nonearnings). This view underscores four emotions that influence
decision making: positive anticipated emotions toward action, negative anticipated
emotions toward action, positive anticipated emotions toward inaction, and negative
anticipated emotions toward inaction. This theory has been underdeveloped; beyond
the theoretical suggestions so far, scholarship has not received much attention. Moreover,
researchers have not focused on all four anticipated emotions simultaneously (Proksch
et al., 2015).
Anticipated emotional results are a clear but helpful guide to consumer decision
making (Debora, 2018). Marketing scholars have shown that consumer behaviour is
affected by anticipated emotions (Sheng et al., 2019). By linking four anticipated series
of emotions with consumer decision making, consumer behaviour studies argue that con-
sumers can expect both positive and negative impacts before and after making a purchase
decision. Subsequent studies have shown some evidence in support of these arguments.
Patrick et al. (2009) show that consumers anticipate different emotional combinations.
Although Fong and Wyer (2003) rely on a specific expected emotional measure, they
find the influence of the four types of anticipated emotion on decision making. Extending
the research of Fong and Wyer (2003), Bagozzi et al. (2016) advance the study of antici-
pated emotion by providing a framework for actual purchase situations. This scale is
more effective than that used in previous research because it establishes a link between
anticipated emotions and other problems of consumer behaviour.
However, we find certain scale development gaps in previously anticipated emotion
measures. For example, Bagozzi et al.’s (2003) measures do not capture anticipated
planned versus unplanned purchase emotions, though they consider anticipated
emotion. Building on the anticipated emotion concept, the current study establishes
that AEPUP is a multivariable construct and has two variables: anticipated emotions in a
planned purchase (AEPP) and anticipated emotions in an unplanned purchase (AEUP).
We also recognize that AEPPs have two dimensions: positive anticipated emotion in a
planned purchase (PsAEPP) and anticipated negative emotion in a planned purchase
(NgAEPP). This notion is based on the idea that, for example, if a planned decision
makes a consumer happy, he or she will form PsAEPP, and vice versa. As with AEPP,
AEUP also has two dimensions: anticipated positive emotions in an unplanned purchase
(PsAEUP; e.g. happiness about discounted purchases) and anticipated negative emotions
in an unplanned purchase (NgAEUP; e.g. regrets about wasteful purchases). Furthermore,
 THE SERVICE INDUSTRIES JOURNAL 5

these studies conceptualize that many consumers form purchase plans before shopping
and often undertake unplanned purchases during shopping. Therefore, to measure antici-
pated planned versus unplanned purchase emotions, it is necessary to record participant
responses in two time frames: prepurchase (to identify AEPP) and during purchase behav-
iour (to identify AEUP).

3. Scale development procedures

We have followed the standard scale development process of Churchill (1979), which are
broken into qualitative and quantitative phases, to establish the AEPUP scale. Table 1 pro-
vides the procedures of scale development, including a qualitative analysis of dimension
and items, steps in scale development (quantitative), and an added quantitative phase for
determining the confirmatory factor analysis (CFA) and nomological validity of the scale.

3.1. Phase 1: qualitative analysis of the dimension and items

Phase 1 aims to discover a detailed understanding of an AEPUP-related construct, vari-
ables, and items from the consumer experience. To achieve this goal, we carried out quali-
tative research using purposive sampling and phenomenological interviews. Data from
the interview transcript were also integrated with the existing literature to gain further
understanding of the AEPUP construct.
We initially interviewed 24 participants (see Table 2 for interviewee profiles). In line with
suggestions from previous research (Cordina et al., 2019), we stopped further interviews
after the 24th was conducted, as we perceived that the data had reached a saturation

Table 1. Scale development procedure.

Phases of scale development procedure
Phase 1 – Read more about AEPUP-relevant
dimensions and issues.
Phase 2 – Scale development procedures
. Item generation
. Confirmation of content and face validity
. Measure purification and model
development
. CFA and model fit
. Higher-order construct identification
Phase 3 – CFA and nomological validity
Details
. 24 phenomenological interviews conducted
. Research transcribed to discover the themes (dimensions) and
subthemes (items); Operational definitions of the AEPUP construction
and its dimensions established
. Initial pool of 46 items identified
. AEPUP constructs conceptualized as a multivariable concept
. Determined that AEPP has two dimensions: PsAEPP and NgAEPP
. Determined that AEUP has two dimensions: PsAEUP and NgAEUP
. Definitions of the dimensions established operationally
. Reliability and validity of the construct and dimensions and the 46
items confirmed by further progress (Phase 3).
. Initial screening (3 items removed; 43 items left)
. Content and face validity assessed by five experts (5 items removed; 38
items left)
. 1 item removed due to low corrected item-total correlations, leaving 37
items.
. There were four items cross-loaded and four items showed low factor
loads (<0.60) so that 29 items were retained.
. New data collected from 212 consumers
. Acceptable CFA (model fit) result attained
. Determined that the measurement and structural model determined
meet statistical requirements
. Confirmation that H1–H5 are statistically significant and therefore
accepted
. Nomological validity established
6 S. AHMED AND D. H. TING

Table 2. Interviewees’ profiles.

Age
Interviewees Gender (years) Description
1 Female 35 Mother of four children. Her spouse is a banker and the only breadwinner of the
family.
2 Female 30 School teacher and single mother who lives in a small leased house.
3 Male 32 Small shop owner who lives with his parents and a younger sister. His father is also a
small entrepreneur and contributes to household income.
4 Female 47 Divorced mother of three children. She runs a business and lives in a rented house.
5 Male 32 Newly married man who works for an airline. His spouse is a bachelor’s degree
holder and works for a local company. The couple lives in a rented apartment.
6 Female 37 Government employee whose husband is a private-sector worker. They have five
children.
7 Male 33 He and his wife are a company’s executives, they have three children, they live in
their own home, and their parents stay with them.
8 Female 61 Mother of six children who lives in her own house. With her husband, she runs a
small business.
9 Male 40 He and his wife are an engineer and a company executive. The family consists of four
children and an elderly mother-in-law.
10 Female 36 Mother of four children whose husband is in private service. They live in their own
modest apartment.
11 Female 34 Housewife with four children whose husband is a businessman.
12 Male 58 Early retiree from public service who lives in the countryside, caring for two
grandchildren.
13 Male 33 Bachelor’s degree holder who works for the local company, has a banker’s wife and
two children. They live in a little house.
14 Male 29 Man in the field of transportation who has two children and lives in a rented
apartment with his parents.
15 Female 41 Woman who works for a private firm and lives in a rented house with her husband
and four children.
16 Male 40 Bachelor’s degree holder who works for a local company. His wife is a teacher. Six
children and their parents (10 members in total) live with them.
17 Female 40 Working mother with four children whose husband also works for private service.
18 Male 34 Employed father of three children whose wife is also employed. Their family lives in
a rented apartment.
19 Female 55 Married mother of seven children, four of whom stay with her.
20 Female 22 Part-time student who working as well as a part-time student, staying in a room
she’s rented.
21 Female 49 College lecturer with five children whose husband is an educator.
22 Male 51 He’s in the private service. With his wife and four children, he lives in his own condo.
23 Female 63 Widow with seven children who lives with her daughter in a little city.
24 Male 48 Man in the medical profession with a five-member family.

point. In other words, we found no benefit from conducting additional interviews, as par-
ticipants gave redundant information. We interviewed a pair of female and male consu-
mers aged between 30 and 48 years to ascertain that the variables (AEPP and AEUP)
and dimensions (PsAEPP, NgAEPP, PsAEUP, and NgAEUP) or items capturing the AEPUP
are fully constructed. To prevent gender inequality in the qualitative data, we evaluated
the male and female data individually. Nevertheless, most of the themes overlap; thus,
we do not regard gender inequality as an important aspect.
As per Churchill (1979), initial items should be generated from in-depth interviews. The
interviews began with broad questions (e.g. ‘How frequently do you go shopping?’ ‘What
do you do when you think about shopping?’ ‘How do you prepare before you go shop-
ping?’ ‘How important is it for you to think about shopping?’ ‘What do you feel when
you are shopping?’ ‘What do you think about unplanned shopping?’ ‘Why do you like
or dislike unplanned shopping?’). These broad questions led to deeper dialogues in
which respondents related their feeling and experiences with anticipated emotions. We
 THE SERVICE INDUSTRIES JOURNAL 7

encouraged the interviewees to narrate anecdotes and engage in storytelling about their
shopping experiences regarding anticipated emotions. After analyzing the transcript the-
matically (Shweta, 2016), we observed that interviewees experienced a mixture of antici-
pated emotions while shopping. For example, a participant mentioned, ‘I always wish that
during shopping, I will get something that is in my shopping list as well as on discount.’
Another participant noted, ‘Often shopping is a pain because I have to remember what
groceries I need.’ Using these qualitative data and incorporating them with the existing
literature as a basis, we define PsAEPP as the likelihood of positive emotional responses
elucidated on delayed but planned consumption. Similarly, we define NgAEPP as likeli-
hood of negative emotional responses elucidated on delayed but planned consumption.
In the interview transcript, we also found anticipated emotions about unplanned pur-
chases. It seems that participants have a mixture of positive or negative anticipated
emotions while they make unplanned purchases. For example, a participant explained,
last time I bought 4 kilograms of detergent, which was on promotion. Although it was not
needed at that time, I was attracted to buy because it is on 50% discount. Later I have to
trash the detergent because they melted and caked due to long-time storekeeping … I
hate wasteful purchases.

After incorporating our qualitative data and existing literature, we define PsAEUPs as the
likelihood of positive emotional responses elucidated on delayed, but unplanned con-
sumption. Similarly, we define NgAEUP as the likelihood of negative emotional responses
elucidated on delayed, but unplanned consumption.
Examples of the subthemes (items) include excited, delighted, happy, angry, sad, fru-
strated, fear, worry, contentment, joy, and surprise. Ultimately, we identified 46 items
(e.g. ‘I can seem to experience excitement as my purchasing for items are beneficial to
me’) to be authenticated in a later phase.
In summary, using the results of the qualitative data and incorporating these findings in
the prior anticipated emotion literature, in Phase1 we defined the AEPUP construct as a
consumer’s temporary motivational state that facilitates the transition from the reception
of a marketing-induced idea to the intrinsic pursuit of a consumption-related goal. Further-
more, this phase confirms that AEPUP has two variables and that all variables have two
dimensions each. In this phase, we established sufficient qualitative support for the vari-
ables and dimensions and items of AEPUP. We therefore advanced to Phases 2 and 3 to
verify reliability and validity of the same.

3.2. Phase 2: steps in scale development (quantitative)

Phase 2 comprises three quantitative steps: item generation, establishing content validity,
and establishing face validity. It measures purification and model development; these pro-
cedures are in line with the conventional procedures in scale development research.

3.2.1. Step 1: item generation

In Phase 1, we produced the first set of 46 items, which reflected the two variables and four
dimensions of AEPUP through the integration of previous literature and data from the 24
interviews. We chose the most representative items in the scale. During this initial process,
8 S. AHMED AND D. H. TING

we eliminated three items (because they were loaded, double-barrelled, leading, or pre-
suming questions), which resulted in the retainment of 43 items.

3.2.2. Step 2: confirmation of content and face validity

We invited five marketing experts (three researchers and two marketers) to assess the 43
items for content and face validity (DeVellis, 2016). Three experts recommended changes
to the items during the first round. After implementing the proposed changes, the experts
reevaluated the revised version. Following Ahmed and Ting (2018), we maintained at least
three of the five experts’ suggested items, which resulted in five items being deleted; con-
sequently, we retained 38 items for statistical purification and refinement.

3.2.3. Step 3: measure purification and model development

To identify the structure of the AEPUP variable and the purity of the measurement tool
based on its psychometric properties, we collected survey data in two time frames (pre-
shopping episode and during-shopping episodes) from the same respondents – in
other words, sequential appraisal. For this step, our sample size was 162, and all
samples were shoppers. We used a multistage cluster sampling approach to select
samples. We chose 12 states across Malaysia, because it is a multicultural country with
an emerging economy (Harris & Han, 2019). Samples consist of diverse ethnicities:
Malay, 56.4%; Chinese, 26.3%; and Indian, 14.7%. We used pen-and-paper questionnaires
to collect quantitative data. The questionnaires contained 38 questions (based on Step 2 of
this phase) measured on a five-point Likert scale anchored by ‘strongly disagree’ and
‘strongly agree’.

3.3. Phase 3: CFA and nomological validity

Two schools of thought have emerged regarding CFA. The first is that CFA should be
carried out after exploratory factor analysis (EFA) using the same data set (Comrey &
Lee, 2013), and the second considers using the same data set for the EFAs and the CFA
to pose a likely risk of tautological conclusions. We used the second school and performed
CFA on a fresh data set. To establish the CFA and nomological validity of the scale, we
obtained new data from 212 shoppers. This research design replicated the sampling
and data collection techniques used in Phase 2, Step 3. The sample again comprised
diverse ethnicities: Malay, 59.2%; Chinese, 25.8%; and Indian, 12.7%.

3.3.1. Nomological validity

In evaluating the nomological validity of the AEPUP scale, we formed five hypotheses.
These hypotheses stem from the consumer literature: anticipated emotion and the
model of action phase (MAP), better known as goal-directed behaviour theory (Gollwitzer
& Sheeran, 2006). The MAP (Gollwitzer, 2012) conceptually distinguishes between decision
making and goal driving and proposes that a decision is made at two levels. The first is the
intention of the decision maker to attain a selected goal, and the second level deals with
the selection of an implementing plan, by examining and finalizing the details of where,
when, how, and for how long goals are to be pursued to implement decisions. Building
on the conceptualization of the MAP, Bagozzi et al. (2003) propose that the decision
maker should include an assessment of the prospects for both the success and failure
 THE SERVICE INDUSTRIES JOURNAL 9

of the implementation plan. In both cases, this, in turn, elicits anticipated emotional reac-
tions (Bagozzi et al., 2016). According to the MAP and anticipated emotion conceptualiz-
ation, we hypothesize that PsAEPP and NgAEPP both positively influence implementation
intention and that implementation intention positively influences planned purchase
enactment. Thus:
H1. NgAEPP positively influences implementation intention.

H2: PsAEPP positively influences implementation intention.

H3: Implementation intention positively influences planned purchase enactment.

Because MAP is a goal-directed behavioural conceptualization, it does not consider

modified goal-directed behaviour due to unplanned purchases (Carrington et al., 2014).
Thus, to understand AEUP phenomena, we analysed the model of effortful decision
making and enactment (Bagozzi et al., 2003); that is, what will the decision maker’s
state be in cases of AEUP? According to the model of effortful decision making and enact-
ment, goal realization is the achievement of the selected goal by the decision maker.
However, researchers dispute in which states goal realization is particularly significant
when the decision maker switches the decision after the implementation intention has
been made, as a result of exposure to situational cues. In such an instance, although
the planned decision is switched, the decision maker may still be able to attain the goal
with some degree of success and vice versa. By linking the goal realization concept in
the AEUP context, we argue that when a shopper switches from a planned to an
unplanned purchase decision, planned shopping realization (goal realization) is influenced
by such changes. However, if that unplanned purchase decision is based on situational
cues that elicit negative delayed consumption behaviour, we posit a negative relationship
between NgAEUPs and planned shopping realization and vice versa (Bagozzi et al., 2003).
Thus:
H4: NgAEUP negatively influences planned shopping realization.

H5: PsAEUP positively influences planned shopping realization.

4. Results
4.1. Results of step 3 of phase 2: measure purification and model development
As a result of partial response, we eliminated two samples, which resulted in 160 samples
for further analysis. We screened the information, and the Kolmogorov–Smirnov test
shows a normal distribution. We filtered two samples using the Mahalanobis distance
measurement, which led to 158 samples remaining for further analyses. Following the nor-
mality assumptions, we conducted an item analysis by observing the corrected item-to-
total correlation (Huang & Choi, 2019). Given poor corrected item–total correlations, we
deleted one item (below 0.30), which left 37 items.
We carried out a Kaiser–Meyer–Olkin (KMO) test, which requires a minimum acceptable
value of 0.5. The results showed a KMO value of 0.884, which is considered ideal for the
analysis of the factor. The adequacy of the anti-image correlation matrix also demon-
strated how well each item in the matrix correlates with other items: the values for 37
10 S. AHMED AND D. H. TING

items identified through the anti-image correlation matrix were above 0.70. Bartlett’s test
of sphericity suggests a chi-square value of 4,418.415 with 465 degrees of freedom and p-
value = 0.000 < 0.05, confirming that the correlation matrix is not an identity matrix, which
supports our decision to proceed with EFA.
We performed EFA to explore the many factors (Choi & Lotz, 2018). We used principal
component analysis (PCA) on the remaining 37 items to identify the minimum number of
factors and to represent the maximum part of the total difference in an initial set of factors.
We rotated factors using oblique rotation (Promax with kappa 4) because this technique
quickly produces a simple structure and indicates the correlation between variables. We
found six variables and a cumulative variance of 60.40% for the first rotated factor solution.
In factor loading, four items cross-loaded and four items displayed low factor loadings
(<0.60) and were deleted from further analysis; thus, 29 items remained for analysis. We
carried out a second PCA on the 29 items, which accounted for 69.250% of the cumulative
variance. Table 3 summarizes factor loadings and indicates that all factor Cronbach’s
alphas satisfy the desired value.

4.2. Result of CFA and model fit

We evaluated CFA using AMOS 21 version software. The evaluation includes average var-
iance extracted (AVE), the square root of the AVEs, composite reliability, and model fit. We
found that the AVEs were above the threshold point for all factors (0.5). The square root of
the AVEs (discriminant validity) for each factor was greater than the interconstruct corre-
lations. In addition, the composite reliability was satisfactory for all factors. We correlated
the four factors using maximum likelihood extraction, which yielded an acceptable model
fit (root mean square error of approximation = 0.095, goodness-of-fit index = 0.740,
adjusted goodness-of-fit index = 0.695, comparative fit index = 0.859, normed fit index =
0.802). Therefore, this step establishes confirmatory validity (for the CFA results, see
Table 4 and Figure 1).

4.3. Results of nomological validity

We examined the hypotheses with partial least squares structural equation modelling
(PLS-SEM) and confirmed nomological validity (Taheri et al., 2017). We used PLS-SEM for
several reasons. First, it is important to develop the theory and introduce new construc-
tions that have not received enough empirical attention in the past (Faizan et al., 2018).
Second, PLS provides nonnormal and regular distributional properties for unbiased
model estimation (Hair et al., 2016). In achieving nomological validity, we used a second
quantitative data set that we used for CFA (212 shoppers). The average sample size in
PLS-SEM-based studies in the marketing domain considered is a mean of 211 and a
median of 159. Therefore, a sample size of 212 is acceptable. We used Smart-PLS 3.2 for
quantitative data analysis.
We followed the two-step approach of PLS-SEM (measurement and structural models)
(Hair et al., 2016). All the indices (factor loading, Cronbach’s alpha, composite reliability,
AVE, and discriminant validity) in the measurement model are statistically valid (see
Tables 5–8).
 THE SERVICE INDUSTRIES JOURNAL 11

Table 3. Factor loading.

Factor Cronbach’s
Items loading alpha
PsAEPP
I expect excited feelings as the items I purchase are beneficial to me. 0.828 0.911
I expect delighted feelings as the items I purchase are useful to me. 0.914
I expect happy feelings as the items I purchase are wise purchases. 0.873
I expect glad feelings as the items I purchase are valuable to me. 0.877
I expect self-assured feelings as the items I purchase are rational purchases. 0.799
NgAEPP
I expect angry feelings as the items I purchase are awful for me. 0.778 0.931
I expect frustrated feelings as the items I purchase are disagreeable to me. 0.785
I expect guilty feelings as the items I purchase are unpleasant to me. 0.785
I expect ashamed feelings as the items I purchase are foolish purchases. 0.718
I expect sad feelings as the items I purchase are meaningless to me. 0.792
I expect disappointed feelings as the items I purchase are useless to me. 0.67
I expect depressed feelings as the items I purchase are worthless to me. 0.878
I expect worried feelings as the items I purchase are harmful to me. 0.747
I expect uncomfortable feelings as the items I purchase are unpleasant to me. 0.759
I expect anxious feelings as the items I purchase are not useful. 0.838
NgAEUP
I expect angry feelings as I am able to switch from planned to unplanned purchases while 0.861 0.951
effortlessly guided by the situational cue.
I expect worry as I am able to switch from planned to unplanned purchases while 0.831
effortlessly guided by the situational cue.
I expect depressed feelings as I am able to switch from planned to unplanned purchases 0.827
while effortlessly guided by the situational cue.
I expect scared feelings as I am able to switch from planned to unplanned purchases 0.952
while effortlessly guided by the situational cue.
I expect humiliated feelings as I am able to switch from planned to unplanned purchases 0.918
while effortlessly guided by the situational cue.
I expect envious feelings as I am able to switch from planned to unplanned purchases 0.938
while effortlessly guided by the situational cue.
I expect lonely feelings as I am able to switch from planned to unplanned purchases 0.872
while effortlessly guided by the situational cue.
I expect passionate feelings as I am able to switch from planned to unplanned purchases 0.862
while effortlessly guided by the situational cue.
I expect sentimental feelings as I am able to switch from planned to unplanned purchases 0.661
while effortlessly guided by the situational cue.
PsAEUP
I expect peaceful feelings as I am able to switch from planned to unplanned purchases 0.510
while effortlessly guided by the situational cue.
I expect content and fulfilled feelings as I am able to switch from planned to unplanned 0.734 0.864
purchases while effortlessly guided by the situational cue.
I expect pleased and joyful feelings as I am able to switch from planned to unplanned 0.904
purchases while effortlessly guided by the situational cue.
I expect excited feeling as I am able to switch from planned to unplanned purchases 0.915
while effortlessly guided by the situational cue.
I expect amazed feelings as I am able to switch from planned to unplanned purchases 0.888
while effortlessly guided by the situational cue.

Table 4. Confirmatory validities.

CR AVE MSV ASV NgAEUP PsAEPP NgAEPP PsAEUP
NgAEUP 0.948 0.677 0.223 0.084 0.823
PsAEPP 0.916 0.687 0.212 0.104 0.017 0.829
NgAEPP 0.928 0.566 0.223 0.114 0.472 0.317 0.753
PsAEUP 0.866 0.569 0.212 0.086 0.172 0.460 0.134 0.754
CR = composite reliability.
12 S. AHMED AND D. H. TING

Figure 1. CFA.

Table 5. Measurement Model of AEPP.

Item Factor loading Cronbach’s alpha Composite reliability AVE
Impli_Intention 1 0.861 0.87 0.911 0.72
Impli_Intention 2 0.877
Impli_Intention 4 0.854
Impli_Intention 5 0.799
NgAEPP 1 0.805 0.928 0.937 0.6
NgAEPP 2 0.818
NgAEPP 3 0.748
NgAEPP 4 0.78
NgAEPP 5 0.827
NgAEPP 6 0.796
NgAEPP 7 0.774
NgAEPP 8 0.714
NgAEPP 9 0.777
NgAEPP 10 0.694
PPE 1 0.867 0.868 0.919 0.791
PPE 2 0.901
PPE 3 0.901
PsAEPP 1 0.888 0.89 0.92 0.699
PsAEPP 2 0.892
PsAEPP 3 0.874
PsAEPP 4 0.807
PsAEPP 5 0.703

Table 6. Discriminant validity of AEPP.

Variables Implementation intention NgAEPP Planned purchase enactment PsAEPP
Implementation Intention 0.848
NgAEPP 0.273 0.775
Planned Purchase Enactment 0.397 0.001 0.890
PsAEPP 0.429 0.34 0.196 0.836
 THE SERVICE INDUSTRIES JOURNAL 13

Table 7. Measurement model of AEUP.

Items Factor loading Cronbach’s alpha Composite reliability AVE
PSR 1 0.822 0.616 0.838 0.721
PSR 2 0.875
PsAEUP 1 0.727 0.86 0.896 0.637
PsAEUP 2 0.887
PsAEUP 3 0.887
PsAEUP 4 0.846
PsAEUP 5 0.606
NgAEUP 1 0.891 0.957 0.963 0.746
NgAEUP 3 0.825
NgAEUP 4 0.899
NgAEUP 5 0.935
NgAEUP 6 0.925
NgAEUP 7 0.892
NgAEUP 8 0.914
NgAEUP 9 0.827
NgAEUP 10 0.621

Table 8. Discriminant validity of AEUP.

Planned shopping realization PsAEUP NgAEUP
Planned shopping realization 0.849
PsAEUP 0.172 0.8640
NgAEUP (−0.179) 0.168 0.798

To evaluate the structural model, we calculated the t- and p-values of all the hypotheses
(H1–H5) using 10,000 bootstrap samples (see Tables 9 and 10 and Figures 2 and 3 for the
structural model). We ran separate structural models for AEPP (see Figure 2) and AEUP (see
Figure 3). All the hypotheses were supported based on the t- and p-values. Thus the results
of both structural models provide statistical significance.
The findings further validate that PsAEPPs and NgAEPPs positively influence implemen-
tation intention. By contrast, NgAEUPs negatively influence planned shopping realization.
For example, a shopper might switch from a planned decision to an unplanned one after
implementation intention, but such a change could be due to some negative situational
cue that elicited NgAEUP. According to the model of effortful decision making and enact-
ment, changing from a planned to an unplanned decision should positively influence the
plan enactment–goal realization relationship (Fennis et al., 2011; Keller et al., 2019); by con-
trast, H4 argues that if the change is due to NgAEUP, such a change will create a negative
influence, and our results provide support for this argument. Thus, we conclude that
PsAEPP and NgAEPP positively influence implementation intention, whereas PsAEUP posi-
tively influences planned shopping realization and NgAEUP negatively influences planned
shopping realization. These results illuminate the prior MAP of effortful decision making

Table 9. Structural Model AEPP.

Beta T- p-
Hypotheses coefficient SD statistics values Decision
H1: NgAEPP → implementation intention 0.144 0.056 2.562 0.01 Accepted
H2: PsAEPP → implementation intention 0.38 0.066 5.769 0 Accepted
H3: Implementation intention → planned purchase 0.397 0.058 6.896 0 Accepted
enactment
14 S. AHMED AND D. H. TING

Table 10. Structural model of AEUP.

Hypotheses Beta coefficient SD T-statistics p-values Decision
H4: NgAEUP → planned shopping realization (−0.214) 0.062 3.431 0.001 Accepted
H5: PsAEUP → planned shopping realization 0.207 0.07 2.969 0.003 Accepted

and enactment, anticipated emotions, intention–behaviour gap, and unplanned purchase

behaviour.

5. General discussion
Marketing managers are exploring ways to develop the market and provide information
that consumers want to receive and even seek (Kumar et al., 2019). In this study, we
showed that AEPUP has important implications for consumer decision making. Moreover,
AEPUP has the potential to help managers understand anticipated emotion and to handle
delayed consumption and the formulation of market segmentation, targeting, and posi-
tioning strategies (Millán et al., 2016). We define AEPUP as a temporary motivational
status for consumers that facilitates the transition from receiving a marketing idea to
the intrinsic pursuit of a consumer goal. As such, AEPUP holds a unique position at two
discrete time frames of the consumer journey (before and during purchases), linking
the activating reception of a new idea with the implementation intention and delayed
consumption behaviour that leads to the pursuit of a consumption-related goal.
Because many consumers require rational behaviour and the continuous availability of
purchase options, which can create delayed consumption decisional complexity, this

Figure 2. Framework AEPP.

 THE SERVICE INDUSTRIES JOURNAL 15

Figure 3. Framework AEUP.

moment of anticipated emotion is becoming increasingly important to ensure CRM (Joy,

2018).
The main objective of this study was to clarify AEPUP in consumer research, considering
it is an essential processes and is underdeveloped. The first contribution was to define
anticipated emotion and provide a validated measurement scale conceptually. We
created and validated the AEPUP scale through a series of qualitative and quantitative
phases. The newly developed scale includes 29 items, four dimensions, and two variables.
Empirical findings demonstrate the scale’s reliability and validity. Finally, we revealed a
unique position within a nomological network of anticipated emotions and purchase-
related construct. Overall, the scale is psychometrically and conceptually valid.

5.1. Theoretical contributions

We make four significant theoretical contributions with this research. First, previous
research has shown that the inclination towards unplanned and planned shopping (Gil-
bride et al., 2015) increases throughout the shopping journey. As shoppers spend more
of their budget on planned items, the likelihood of making unplanned versus planned pur-
chases increases, but the amount budgeted for unplanned purchases moderates this like-
lihood. Research has shown that planned purchases are the best way to handle purchases
and expenditures, which contradicts other studies that promote unplanned purchases. To
comprehend this phenomenon, researchers must assess the anticipated emotional states
of customers that are elucidated from planned versus unplanned purchase. To this end,
this study contributes to the validation of the AEPUP measures.
Second, our results shed light on when a purchase context MAP versus an intention–
behaviour gap is more likely to apply. Gilbride et al. (2015) find that shoppers with
lower average budgets engage in the altering response of avoiding an unplanned pur-
chase. The main theoretical distinction between the MAP and the intention–behaviour
gap is this altering response. In turn, a potential research void exists in how to measure
16 S. AHMED AND D. H. TING

the anticipated emotions that cause an altered purchase. In this scenario, the AEPUP scale
could work well in addressing such questions.
Third, Gilbride et al. (2015) call for an alternative methodology to understand the possi-
bility of altering the sequence of planned versus unplanned selections during the shop-
ping journey. They suggest that it should involve ‘pre-’ or ‘postresponses’ recorded from
the consumers. To contribute to the alternative methodological call, in this study we gath-
ered data for both planned and anticipated unplanned emotions in two discrete time
frames (before and during a retail encounter). Thus, our newly developed scale is free
from the altering of the participant’s sequence of planned versus unplanned selections.
Fourth, whereas previous studies provide item keywords for measuring the anticipated
emotion (Bagozzi et al., 2016), we note that item keywords may have appeared ambiguous
to respondents or difficult to answer. In shedding light on such issues, we validated an
AEPUP scale that provides specific items (questions).

5.2. Practical implications

Our proposed AEPUP scale could change the strategies that marketing managers use to
create a shopping environment full of opportune benefit for consumers, which can help
develop CRM and aid managers in understanding consumer rational behaviour as well
as, ultimately, anticonsumption and consumer well-being phenomena. First, we find sub-
stantial evidence of AEPUP leading to shoppers’ planned versus unplanned purchase
behaviour and ultimate effects of these behaviours on marketing strategies. For
example, unplanned purchase originating from shopping cues is a boon to marketers,
but doubt remains as to whether shopping cues may exert a negative impact on
planned shoppers’ emotional states. Marketers could use the AEPUP scale to understand
how shoppers anticipate their planned versus unplanned shopping emotions that actually
arise from shopping cues. For example, if a planned shopper anticipates purchasing some-
thing according to a plan, he or she should have high satisfaction after performing such
behaviour. However, if that shopper purchases something out of the plan due to the mar-
keter’s induced shopping cues, he or she might experience negative emotion. In another
scenario, although planned shoppers anticipate positive emotion on planned purchases
only, they may still experience positive emotion on unplanned purchases simply
because of the opportune benefits that spontaneously occur while shopping. Therefore,
one key implication from these two scenarios is that marketing managers should use
the AEPUP scale extensively to measure consumer anticipation states, which could
provide further information on how to create a shopping environment full of opportune
benefit.
Second, researchers have explained that most unplanned purchases are due to factors
such as forgotten needs, out-of-store products, low store knowledge, and no-time
pressure conditions. However, extant studies are inconclusive in explaining how shoppers
anticipate planned versus unplanned purchase emotions resulted from these factors. Our
AEPUP scale could be used to further examine such research jolts. Understanding this
phenomenon could help marketers develop better CRM.
Third, most prior research on capturing in-store decision making has applied self-regu-
lation theory and assumes that an unplanned purchase will decrease the probability of the
subsequent purchase being unplanned, because shoppers try to exert self-control. The
 THE SERVICE INDUSTRIES JOURNAL 17

AEPUP measures could help marketing researchers in determining the impact of the con-
sumer anticipated emotional state on self-control, especially that which occurs from
planned versus unplanned purchases. Ultimately, understanding this phenomenon
better could help marketers determine consumer rational behaviour.
Fourth, market research focuses primarily on consumer behaviour and perception
approaches – for example, why consumers prefer a product or brand. By contrast, the
anticonsumption research stream focuses on why customers dislike such goods or
brands. While consumption-driven society requires an understanding of anticipated
emotional states of consumers on planned versus unplanned purchase behaviour, study
of this more recently discovered phenomenon has been less focused. Future research
could examine AEPUP further to determine anticonsumption phenomena, with the ulti-
mate goal of enhancing consumer well-being.

5.3. Avenues for future research

The current scale could be used to evaluate the differences of elucidated anticipated
emotions on purchase verses nonpurchase items, especially in the context of convenience
(low-involvement) products. As previous studies argue, anticipated non-purchase-oriented
emotions are considered in more situations, as more information is necessary to induce
purchase versus non-purchase-oriented emotion. Using the current scale, marketers
could identify the type of store-environment anticipated emotion that would become irre-
levant to purchase versus nonpurchase decisions. Future studies might also explore
whether anticipated emotion is linked to other situational cues.
Previous research indicates that anticipated emotion may be related to advertisements
(Poels & Dewitte, 2019), consumption decision or experience (Vichiengior et al., 2019),
choice deferral (Nitika, 2017), service failure (Jean, 2019), or marketing appeals (Hodkinson,
2019). However, the lack of availability of validated measures made it difficult to clearly
distinguish the anticipated emotions that arose from planned versus unplanned pur-
chases. Previous studies have shown that customers consider the implications of their
behaviour as a whole and probably concentrate on those actions more appropriate to
their future affective states (Cheng & Ying, 2017). Thus, marketers could explore the con-
nection between anticipated emotions on planned versus unplanned purchases by using
the current scale. The AEPUP scale is developed as an extensive research area with several
paths for further studies (e.g. advertising, experiential marketing, impulsive shopping). In
evaluating consumer behaviour using the current scale, marketers may find it more
effective to attend to market strategies that stimulate anticipated emotions that motivate
planned purchase and eventually reduce anticipated emotions when purchasing
unplanned products.

6. Conclusion
The intent to formulate and implement market targeting and positioning strategies should
lie at the heart of consumer marketing. This research is designed to create a sound
measure for AEPUP by identifying two anticipated emotional dimensions (AEPP and
AEUP). This study initiates the firm integration and validation of the AEPUP measurement
scale with subsequent data sets from different time frames (before and after retail
18 S. AHMED AND D. H. TING

encounters). We hope that our scale encourages further research. Moreover, we anticipate
that it will give marketing managers fresh ideas on segmentation, targeting, and position-
ing strategies. Ultimately, these strategies will enhance the emotional experience of con-
sumers, which in turn will lead to improved CRM.

Disclosure statement
No potential conflict of interest was reported by the author(s).

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