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Determinants of a lasting purchase: The case of the tattoo patron

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  • Sierra, Jeremy J.
  • Jillapalli, Ravi K.
  • Badrinarayanan, Vishag A.

Abstract

Evidence suggests that both cognitive and emotive factors elucidate consumer decision processes; yet, research exploring such factors jointly (i.e., a dual-process approach) as antecedents of high-involvement, lasting purchases is lacking. To address this paucity, we developed two studies, each with a unique dual-process model for explaining consumers’ intention to get a tattoo. Study 1 explores anticipated regret about getting a tattoo, emotional response before and now regarding a tattoo purchase, and self-expression via tattoo acquisition. Study 2 examines perceived trust in the tattoo artist, self-esteem, attitude toward art paintings, and age as determinants of intention to get a tattoo. Data collected for testing these models support dual-process theory in the tattoo context. Implications and future research directions are offered.

Suggested Citation

  • Sierra, Jeremy J. & Jillapalli, Ravi K. & Badrinarayanan, Vishag A., 2013. "Determinants of a lasting purchase: The case of the tattoo patron," Journal of Retailing and Consumer Services, Elsevier, vol. 20(4), pages 389-399.
    • Handle: RePEc:eee:joreco:v:20:y:2013:i:4:p:389-399
    DOI: 10.1016/j.jretconser.2013.01.014
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