Effects of emotions, sex, self-control, and public self-consciousness on Black Friday misbehavior

Sharron J. Lennon, Minjeong Kim, Jaeha Lee, Kim K.P. Johnson

Research output: Contribution to journalArticlepeer-review

5 Scopus citations


Addressing the growing adoption of Black Friday (BF) promotions and related BF misbehavior in the US and elsewhere, we examined the mechanism by which emotions, self-control, and public self-consciousness impact BF consumer misbehavior. We also investigated to what extent women and men differ with regard to how these variables affect misbehavior on BF. Student participants were former in-store BF shoppers (n = 411) who completed an online questionnaire. Emotions evoked via scenarios simulating realistic BF shopping situations affected the likelihood of engaging in BF misbehavior for both men and women. Both negative emotion (anger) and positive emotion (thrill) increased the likelihood of misbehaving on BF. There were sex differences in how self-control and public self-consciousness impacted BF misbehavior. For men, self-control had both a direct and moderating effect on the likelihood of BF misbehavior, but it had no impact on women. Self-control reduced men’s likelihood of misbehavior despite anger aroused on BF. For women, public self-consciousness moderated how anger affected misbehavior likelihood, but not for men. Findings offer new insights into factors fueling and inhibiting potential misbehavior on BF.

Original languageEnglish (US)
Pages (from-to)163-179
Number of pages17
JournalJournal of Global Fashion Marketing
Issue number3
StatePublished - Jul 3 2017

Bibliographical note

Publisher Copyright:
© 2017 Korean Scholars of Marketing Science.


  • Black Friday
  • consumer misbehavior
  • emotions
  • public self-consciousness
  • self-control


Dive into the research topics of 'Effects of emotions, sex, self-control, and public self-consciousness on Black Friday misbehavior'. Together they form a unique fingerprint.

Cite this