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Atmospherics, Pleasure And Arousal: The Influence Of Response Moderators
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1998
Year
Customer SatisfactionBehavioral Decision MakingConsumer StudyAffective NeuroscienceConsumer ResearchBuying BehaviorSocial SciencesPsychologyEmotional ResponseEmotion RegulationManagementAffective ComputingStrong Shopping MotivesConsumer BehaviorUser PerceptionShopping MotivesBehavioral SciencesUser ExperienceConsumer AppealResponse ModeratorsMarketingInteractive MarketingEmotionConsumer AttitudeAdaptive Emotion
Abstract The pressure to develop cost-effective retail design solutions has heightened the need to understand better the atmospherics-behaviour relationship. Drawing upon a review of salient literature, this paper develops a conceptual model highlighting the influence of response moderators, including expectations, familiarity with the environment and shopping motives. Using LISREL, the model is calibrated and tested through a survey of 1,000 shoppers within one of Europe's largest, city centre shopping malls. Consumers with strong shopping motives are found to experience more pleasure and arousal; expectations also moderate the atmospherics-mood states relationship. The shortcomings of measurement scales, developed in previous studies with student samples, when applied to real shoppers are also noted.