Atmospheric excitement, customers’ moods and gender: A study of young shoppers

Lucia-Palacios, L. (Universidad de Zaragoza) ; Pérez-López, R. (Universidad de Zaragoza) ; Polo-Redondo, Y. (Universidad de Zaragoza)

Resumen: This paper aims to demonstrate how both incidental moods and gender can moderate the relationship between the level of excitement triggered by a mall environment and shopping behaviour. Our method is based on a 4 × 2 between subjects experiment with a final sample of 377 Spanish undergraduates. The study analyses four incidental moods that differ in the dimensions of valence and arousal, and their interaction effects with two atmospheric scenarios in a mall (exciting versus non-exciting atmospheres). Our findings support mood regulation theory for positive low-arousal individuals, and reject this theory for the rest of mood conditions. Additionally, arousal reduces customers’ cognitive capabilities, confirming previous research. This means that high-arousal shoppers are not influenced by a mall environment. Finally, gender differences are only found within more frequent shoppers and for negative low-arousal (NLA) shoppers. Managerial implications are provided regarding the creation of relaxing areas or the stimulation of shoppers.

Idioma: Inglés

DOI: 10.1080/0965254X.2017.1339116

Año: 2018

Publicado en: Journal of Strategic Marketing 26, 8 (2018), 649-664
ISSN: 0965-254X

Factor impacto SCIMAGO: 0.832 - Strategy and Management (Q1) - Marketing (Q1)

Tipo y forma: Artículo (PostPrint)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)