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- Title
A Geração de Afeto Negativo e sua Influência na Intenção de Retorno do Consumidor.
- Authors
Espinoza, Francine da Silveira; Zilles, Fernanda Pagliarini
- Abstract
Are we influenced by mood and emotional states elicited by the store environment? Do these affective states have any impact on our behavior inside the store? This article develops and tests a model that examines the generation of negative affect as a function of store atmosphere and its influence on patronage intentions. We designed an experiment in which we manipulated three dimensions of a supermarket atmosphere: social, design and ambient factors. Data were analyzed with the Structural Equation Modeling approach, which allowed us to employ a competing models strategy to test the mediator role of affect on the relationship between store atmosphere and patronage intentions. Our findings show that affect is a mediator variable and that store design is a strongly important variable to explain consumer's future behavior. Conversely, social aspects do not impact patronage, at least in a self-service setting as the one of supermarket stores.
- Subjects
RETAIL stores; EMOTIONAL state; MARKETING research; SUPERMARKETS; CONSUMER behavior
- Publication
RAC - Eletrônica, 2007, Vol 1, Issue 3, p69
- ISSN
1981-5700
- Publication type
Article