The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions

March 25, 2013

Presenter：Radium Cheng

Instructor：Dr. Teresa Hsu

Citation

Swinyard, W. R. (1993). The Effects of Mood,

Involvement, and Quality of Store Experience on

Shopping Intentions. Journal of Consumer Research, 20 (2), 271-280.

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Contents

IntroductionI

Literature ReviewII

MethodologyIII

ResultsIV

Discussion & ConclusionV

ReflectionVI

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Introduction

Background

Each of us has had unpleasant shopping experiences, sometimes

for no reality explained reason except that we were in a bad mood.

Although mood is largely beyond the marketer’s control (Gardner &

Vandersteel, 1984), it is still stimuli in unintended ways.

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Introduction

The Purpose of this study

The purpose of this article is to examine the effects of

mood, involvement, and quality of store experience

on shopping intentions.

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Introduction

Research Questions

1. What is the influence of mood on shopping intentions?

2. Do mood effects vary with different levels of consumer involvement?

3. Does mood interact with the quality of the shopping experience?

4. Does a bad shopping experience have an effect on consumer

mood?

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Literature Review

Mood Concept and Effects

Cialdini’s negative state relief model of helping

asserts that people in a negative mood will behave

more charitably than others.

(Cialdini, Darby, & Vincent, 1973; Cialdini, 1979)

Consumer in a good mood will have more positive

shopping intentions than those in a bad mood.

：

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Literature Review

The Role of Involvement

It is likely that mood will have a greater effect when

the shopping experience is personally relevant to

consumers or “self-related or in some way

instrumental in achieving their personal goals”.

(Petty & Cacioppo, 1983; Celsi & Olson, 1988)

The effects of mood on shopping intentions will be

greater in more involving shopping situations than

in less involving shopping situations.

：

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Literature Review

Effects of the Quality of the Shopping Experience

Mood-Protection Mechanisms.

• People in good moods tends to sustain their mood.

1. Peripheral or associative effects.

2. Cognitive elaboration.

3. Biased evaluations.

The effects of mood on shopping intentions will be

greater during a good shopping experience than

during a bad shopping experience.

：The effects of the quality of the shopping

experience on shopping intentions will be greater

in a more involving shopping situation than in a

less involving one.

：

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Literature Review

Mood as a Dependent Variable

Mood can also be a dependent variable , for it can be

influenced by external events such as bad shopping

experience.

The quality of the shopping experience will

influence mood; compared to people who have

had a bad shopping experience, those having a

good experience will be in a more positive mood.

：

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Method

Participant

109 undergraduate business students randomly

received one of eight written treatments.

Research Site

A single large classroom

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Method

• 2x2x2 Design

• Three-way-full-

factorial analysis

of variance

design

The Hypotheses

Independent

Variable

Mood (good vs. bad)

Shopping

involvement (higher

vs. lower)

Shopping experience

(good vs. bad)

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Method

Mood

Involvement

Store Experience

Procedure

Three Treatments

Procedure

Anagram

Written Scenarios

Written Scenarios

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Method

MoodInvolve-

ment

Shopping

Intention

Quantitative

Covariate

Seven-point scale

• Alpha=0.85

• sad/happy

• bad /good mood

• irritable/pleased

• depressed/

cheerful

Seven-point scale

• Alpha=0.82

Five-item

seven-point

likelihood model

• Alpha=0.94

Seven-point scale

How likely or

unlikely they

actually were to

return an item if it

is defective

Measures

(Peterson & Sauber, 1983) (Celsi & Olson, 1988)

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Results

Findings

Both the mood and involvement treatments were

found to have significant effects.

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Results

Findings

The quality of the shopping experience has a prominent effect

on shopping intentions. 16

Results

Findings

Consumer in a good mood will have more positive

shopping intentions than those in a bad mood.

：

• Hypothesis 1 was not supported.17

Results

Findings

The effects of mood on shopping intentions will be

greater in more involving shopping situations than

in less involving shopping situations.

：

• The interaction supports H2, which proposes that mood effects will

be greater during a more involving shopping experience. 18

Results

Findings

• The interaction of mood and store experience is not significant.

The effects of mood on shopping intentions will be

greater during a good shopping experience than

during a bad shopping experience.

：

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Results

Findings

The effects of the quality of the shopping

experience on shopping intentions will be greater

in a more involving shopping situation than in a

less involving one.

：

• H4 proposed that store experience would interact with

involvement , and table 1 and figure 4 reveal support for

this expectation. 20

Results

Findings

The quality of the shopping experience will

influence mood; compared to people who have

had a bad shopping experience, those having a

good experience will be in a more positive mood.

：

• Table 3, shopping experience was found to have a

significant effect on mood. H5 was supported. 21

Discussion & Conclusion

Discussion & Conclusion

For involved shoppers, a good shopping experience is

even better, and a bad shopping experience is still worse.

This reinforces the notion that service vendors must train,

retrain, and monitor their customer-service personnel.

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Discussion & Conclusion

Discussion & Conclusion

Involved consumers react more strongly to good and bad

shopping experiences: that direct interactions with

consumers carry both great potential and great hazard.

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Reflection

Reflection

The mood is both a variable that has influence on

shopping and one that is influenced by shopping.

influence on

is influenced by

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