Abstract
SUMMARY A model incorporating economic optimism, personal pessimism, and the related aspects of depression, and shopping indicators of conspicuous consumption, deal proneness, healthy shopping consciousness, and product trustworthiness is developed. Then, the model is tested empirically using structural equations on a sample of 667 consumers. It is concluded that both economic optimism and personal pessimism have significant and unique influences on consumer shopping behavior, implying orthogonal but vital contributions from economics and psychology to the understanding of the future of consumer shopping behavior.
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