The effect of motivational orientation over arousal-shopping response relationship

Abstract

This paper enlarges extant theory on environmental retail by providing evidence that motivational orientation moderates the relationship between arousal and response. Our conceptual model focuses on the phenomenon of motivational orientation as moderator on the relationship between arousal and shopping intention. We extend Kaltcheva and Weitz model, since their focus was on the association between arousal and pleasure. We measured shopping behavior, as consequence variable in the framework, in six different formats (e.g. satisfaction, loyalty, money $, minutes, products). We did four studies in a 2×3 design with motivational orientation (hedonic vs. utilitarian) and arousal (high vs. moderate vs. low levels). After the procedures, the questionnaire listed the scales. The four studies did provide enough evidence that motivational orientation moderates the relationships proposed by Mehrabian and Russell's theoretical framework and those ones proposed by our model.