Shopping motives, emotional states, and retail outcomes

The effect of preexisting motives and transient emotions on retail-related outcomes is examined. In particular, the possible influence of shopping motives on emotions experienced during a retail visit is investigated. Such motives are hypothesized to affect such retail outcomes as preference and cho...

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Bibliographic Details
Published in:Journal of retailing 1990-12, Vol.66 (4), p.408
Main Authors: Dawson, Scott, Bloch, Peter H, Ridway, Nancy M
Format: Article
Language:English
Subjects:
Consumer behavior
Consumer preferences
Emotions
Marketing
Motivation
Psychological aspects
Retail industry
Retailing industry
Shopping
Statistical analysis
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Summary:The effect of preexisting motives and transient emotions on retail-related outcomes is examined. In particular, the possible influence of shopping motives on emotions experienced during a retail visit is investigated. Such motives are hypothesized to affect such retail outcomes as preference and choice. This relationship is expected to be mediated by the emotional reactions. The examination involves a survey of visitors to a large outdoor crafts market. The results generally support the hypothesis and indicate that emotions experienced while at the market varied across different shopping motivation groups. Shopping motives also affect retail-related outcomes, and mixed support exists for emotions acting as possible mediators.
ISSN:0022-4359
1873-3271