75911 20231219145817.0 doi 10.1080/0965254X.2017.1339116 sideral 108647 ART-2018-108647 eng Lucia-Palacios, L. Universidad de Zaragoza (orcid)0000-0002-8798-3294 Atmospheric excitement, customers’ moods and gender: A study of young shoppers 2018 Access copy available to the general public Unrestricted 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. info:eu-repo/semantics/openAccess All rights reserved http://www.europeana.eu/rights/rr-f/ 0.832 2018 Strategy and Management 2018 Q1 Marketing 2018 Q1 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Pérez-López, R. Universidad de Zaragoza (orcid)0000-0001-6441-2504 Polo-Redondo, Y. Universidad de Zaragoza (orcid)0000-0002-3119-5838 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 26, 8 (2018), 649-664 J. strat. mark. Journal of Strategic Marketing 0965-254X 403509 http://zaguan.unizar.es/record/75911/files/texto_completo.pdf 71724 http://zaguan.unizar.es/record/75911/files/texto_completo.jpg?subformat=icon icon oai:zaguan.unizar.es:75911 articulos driver 2023-12-19-14:44:26 ARTICLE