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| Autori principali: | , |
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| Natura: | Artículo Open Access |
| Pubblicazione: |
Wiley
2026
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| Soggetti: | |
| Accesso online: | https://onlinelibrary.wiley.com/doi/10.1002/cb.70149 |
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Sommario:
- Introducing “Future‐Burden Theory”: How Uncertainty Shapes Consumer Behavior Md Salamun Rashidin Sara Javed Journal of Consumer Behaviour ABSTRACT This research introduces Future‐Burden Theory to explain how institutional uncertainty shapes consumer cognition and behavior. Across four complementary studies, we investigate how chronic future‐focus—triggered by weak safety nets and volatile environments—creates future‐burden (worry, rumination, stress) that reduces present capacity and shifts decisions toward precautionary choices. Study 1 (qualitative interviews, N = 42) surfaces key constructs and develops a new Future‐Burden Scale. Study 2 (multi‐country survey, N = 1812) validates the model using multilevel structural equation modeling, showing how contextual uncertainty cascades into psychological burden and behavioral outcomes. Study 3 (experiment, N = 312) demonstrates causal effects on cognition, physiology, and consumption. Study 4 (field intervention, N = 186) shows that daily present‐focus practices reduce burden and restore experiential spending. Findings reveal that macro‐level instability directly shapes consumer decision‐making through psychological mechanisms. The study offers new theoretical insights and practical strategies for managers and policymakers to mitigate future‐burden and stimulate present‐oriented consumption. 10.1002/cb.70149 http://onlinelibrary.wiley.com/termsAndConditions#vor