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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

16 out of 115

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

William R. Swinyard
DOI: http://dx.doi.org/10.1086/209348 271-280 First published online: 1 September 1993


This article proposes that consumer mood, involvement level, and the quality of the shopping experience have significant effects on shopping intentions. Results from a laboratory experiment reveal that mood interacts with involvement and shopping experience. Involved subjects are found to magnify their evaluations of the shopping experience, subjects in good moods evaluate good experiences still better, and a bad shopping experience appears to cause mood-protection mechanisms to fail. Finally, consumer mood is shown to be affected by a bad shopping experience.

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