The moderating effect of emotion regulation on the relationship between risk aversion and brand sensitivity

Purpose: This paper aims to examine the moderating role of positive and negative strategies of emotion regulation on the relationship between risk aversion and brand sensitivity. Design/methodology/approach: By conducting a survey, this study has collected a total of 405 responses and the data have been examined with structural equation modeling. Findings: The study has demonstrated that some strategies of emotion regulation have a significant moderating effect, and they can down-regulate the effect of risk aversion on brand sensitivity. These strategies are positive refocusing, refocus on planning, positive reappraisal, putting into perspective, acceptance and rumination. Research limitations/implications: Future studies should consider a broader range of respondents to validate the results. Moreover, the role of emotion regulation in the relationships among repurchase intention, customer loyalty and customer compliant could be examined. Further research could also focus on the relationship between risk aversion and brand sensitivity with regard to different types of buying situations and consumers’ types. Practical implications: The findings demonstrate a substantial implication regarding emotion regulation and brand management. Positive strategies of emotion regulation make risk-averse people less likely to pay attention to brands and lead them to be less brand-sensitive. New companies and businesses could use these findings to make consumers regulate their emotions positively. Originality/value: This research provides novel findings about the influence of consumers’ emotion regulation on brand sensitivity. People who use positive strategies of emotion regulation tend to dampen the effect of their risk aversion on brand sensitivity and will become less sensitive to the brand.