Abstract

The purpose of this study is twofold: First, it examines the impact of emotional states and shopping evaluations on customers’ store choice intentions before entering the store; second, what atmosp...

Highlights

  • Retailing research, considering the active role of emotional states on consumer decision making and consumer behavior, has deep roots in environmental psychology literature, owing much to the work of Kotler (1973) and Mehrabian and Russell (1974)

  • The results indicate that the pleasure experienced before entering a store (H1a: β = 0.35, p < 0.001) has a significant positive impact on customer’s store choice intentions

  • Hedonic shopping value showed a significant negative association with the pleasure after entering the store, while a significant positive relationship has been found between hedonic shopping value and arousal

Read more

Summary

Introduction

Retailing research, considering the active role of emotional states on consumer decision making and consumer behavior, has deep roots in environmental psychology literature, owing much to the work of Kotler (1973) and Mehrabian and Russell (1974). Marketing literature has recognized the vital role of emotional states in consumer decision making (Bagozzi, Gopinath, & Nyer, 1999; Gaur, Herjanto, & Makkar, 2014; Sherman, Mathur, & Smith, 1997). Research in this area became popular with the work of Donovan and Rossiter (1982), in which they introduced Mehrabian and Russell’s (1974) stimulus–organism–response (S-O-R) framework describing the relationship between environment, mediating variables, and behavioral responses, in the retail context. A few studies entirely incorporate the integrated impact of store atmospheric elements on emotional states, shopping value, and customers’ store choice decisions

Objectives
Methods
Results
Conclusion

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.