The Mediating Role of Emotional Responses in Influencing Illegal Cigarette Purchase Decisions in Malaysia

Abstract

In Malaysia, the illegal use of cigarettes has been a continuing health, economic, and regulatory issue troubling the population since the continued initiative of enforcement and repetitive tobacco excise duty increments. Most of the studies that are in existence attribute this phenomenon to rational reasons like price differentials and accessibility, but these reasons are not enough to explain why consumers still consume it. Based on Emotional Theory and Stimulus-Organism-Response (SOR) model, this conceptual paper presents an integrative model where social influence, perceived price and perceived knowledge are used as external stimulus to shape consumers emotional response, which subsequently affect illegal purchase of cigarettes. The research broadens consumer behaviour theory by putting more focus on affective mechanisms instead of structural ones, leading to the importance of demand-reduction policies of emotional and social orientation.