Text
When Should a Retailer Create an Exciting Store Environment?
Addressing inconsistent results in the literature, the conceptual framework that the authors develop proposes that the consumer's motivational orientation moderates the effect of the arousal produced by a Retailer on the pleasantness of the environment. Two experiments support the framework. When consumers have a recreational motivational orientation, high arousal has a positive effect on pleasantness, but when consumers have a task-oriented motivational orientation, high arousal decreases pleasantness. In addition, high arousal increases consumer intentions to visit and make purchases in the store for recreationally oriented consumers, but it has a negative impact on shopping behavior for task-oriented consumers. Pleasantness mediates the effect of arousal on shopping behavior.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM7001 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago, IL: American Marketing Association 2006 |
|---|---|
| Edisi | Vol. 70, No. 1, Jan., 2006 |
| Subjek | retailer Exciting store Motivational orientation Oriented consumers |
| ISBN/ISSN | 0022-2429 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 12 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |