The effect of stress on consumer

Krishna M. Durante, Juliano Laran

Research output: Contribution to journalArticlepeer-review

46 Scopus citations


In examining how stress influences consumer saving and spending, the authors propose that consumers who experience a stressful situation allocate their resources strategically to gain control of their environment. A series of studies shows that this strategic allocation of resources occurs in two ways. Consumers experiencing stress may show increased saving behavior, which assures them that monetary resources will be available when needed. Alternatively, consumers experiencing stress may show increased spending behavior, directed specifically toward products that the consumer perceives to be necessities and that allow for control in an otherwise uncontrollable environment. This conceptualization and the related findings can inform assessments of when stress will lead to beneficial or impulsive consumer behaviors.

Original languageEnglish (US)
Pages (from-to)814-828
Number of pages15
JournalJournal of Marketing Research
Issue number5
StatePublished - Oct 2016


  • Control
  • Saving
  • Spending
  • Stress

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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