Positioning of ``being moved'' in consumer behavior

Abstract

Previous research has indicated that consumer values can influence consumption behavior. One factor that may influence these values is the experience of being moved or touched (referred to as "being moved" in Japanese). However, no systematic study has organized existing studies on being moved while relating them to consumption situations. Therefore, this study aims to achieve the following objectives: (1) position the concept of being moved by juxtaposing it with the abundant research on consumer emotions, (2) organize previous studies related to the concept of being moved, and (3) investigate the impact of being moved on values and their potential applicability in the consumption context. A review of previous research has revealed that the concept of being moved cannot be neatly categorized into conventional typologies of emotions and does not align entirely with any specific field of emotional research. Existing research on being moved can be categorized into three main approaches, with the value approach being one, suggesting its potential influence on consumer values. Finally, the theoretical and practical implications and future prospects of research in this area are discussed.