the influence of pre existing negative affect on store v3
TRANSCRIPT
The Influence of The Influence of Pre-Existing NegativePre-Existing Negative AffectAffect on Store on Store Purchase IntentionsPurchase Intentions
PresenterPresenter :: Radium ChengRadium ChengInstructorInstructor :: Dr. Teresa HsuDr. Teresa Hsu
CitationCitation
Mano, H. (1999). The Influence of Pre-Existing Negative Affect on Store Purchase Intentions. Journal of Retailing, 75(2), 149-172.
2
ContentsContents
IntroductionI
Literature ReviewII
MethodologyIII
ResultsIV
DiscussionV
LimitationVI
ReflectionVII3
IntroductionIntroduction
Background
4
People shop not only because they need to buy but also because they may enjoy shopping.
Managers have planned their store’s atmospheric impact using environment and social elements to improve customer’s emotions.
Mood improvements lead to a host of desired behavior, including higher wiliness to purchase, longer stays, or enhanced satisfaction.
IntroductionIntroduction
The Purpose of Study
Negative Affect
DistressBoredom
PurchaseIntention
5
IntroductionIntroduction
Research Questions
1. Do we seek shopping in order to improve our moods?
2. Can pre-existing emotions influence purchase intentions?
3. Can negative pre-existing emotions influence these intentions?
4. Are we more likely to want to shop if we are in a negative emotional state? (say, bored, sad, or distressed)
6
Literature ReviewLiterature Review
A consumer entering an environment bored or upset is likely to respond differently than a relaxed or elated consumer. (Gardner & Bitner, 1985; 1992)
7
Literature ReviewLiterature Review
This study relies on Lazarus’ (1991) model of goal directed emotion-focused and problem-focused coping.
8
EnvironmentEnvironmentIndividualIndividual
Psychological StressPsychological Stress
Cognitive Process
Coping Process
Literature ReviewLiterature Review
Hypotheses
H1:
H2:
9
Higher distress will increase purchase intentions.
More bored subjects will have higher purchase intentions in favorable environments but lower purchase intentions in unfavorable environments.
Literature ReviewLiterature Review
Hypotheses
H3:
H4:
10
Boredom will accentuate the effects of involvement and quality of experience on purchase intentions.
Contemplating shopping in a good environment will improve emotions while contemplating shopping in a bad environment will worsen them.
MethodologyMethodology
11
Participant 151 undergraduates
Procedure
Pre-task affect measurement
An experimentally manipulated shopping scenario
Elicitation of the dependent variable
Post-task affect measurement
MethodologyMethodology
12
Statistical Analyses
Hypothesis 1
Hypothesis 2
Hypothesis 3
An Analysis of Variance Purchase
Intention
MethodologyMethodology
13
Statistical Analyses
The two Affect scales
Measure
MethodologyMethodology
14
Table 1Key Multi-item Measure Statistics
Scale First Factor Explained
Variance (%)
First Factor Lowest Loading Alpha
Boredom 57 .58 .84
Distress-NA 46 .50 .87
Pleasantness 57 .71 .78
Calmness 54 .68 .81
Elation-PA 46 .64 .86
Purchase Intentions 83 .85 .94
Involvement 68 .74 .89
MethodologyMethodology
15
Affect Participants indicated on 5-point items. (Based on Mano, 1991)
MethodologyMethodology
16
Purchase Intentions The scale was measured with 5 seven-point items. (Following Swinyard, 1993)
MethodologyMethodology
17
Involvement (Manipulation check) Involvement with the shopping experience was assessed
with semantic-differential Value scale. (Mano and Oliver, 1993)
Relevant Important Valuable
Matter to me Significant Of concern to me
ResultsResults
18
Table 2
a coefficient significant at p < .10; b coefficient significant at p < .05; c coefficient significant at p < .0005; d coefficient significant at p < .0001
Simple Correlation Coefficients between Boredom and Purchase Intentions for Each of the 4 Experimental Cells
Low Involvement High Involvement Total
Bad Experience -.16 -.29b -.21a
Good Experience .28b .54d .38c
ResultsResults
19
Figure 2
Pur
chas
e In
tent
ions
Experience Quality
Less Bore More Bored
Experience Quality
Pur
chas
e In
tent
ions
Low Involvement High Involvement
ResultsResults
20
Table 4
a difference between pre- and post-task significant at p < .001; b difference between pre- and post-task significant at p < .0001
Changes in Pleasantness and Calmness from Pre-Task to Post-Task for the Bad and Good Shopping Experiences
Experience Pre-Task Post-Task
Pleasantness Bad 2.65 2.27b
Good 2.70 2.65
Calmness Bad 3.17 2.83a
Good 3.16 3.06
DiscussionDiscussion
21
Affect Shaping Wiliness
Go shoppingStore behavior
DiscussionDiscussion
22
Emotions are complex human responses and the boarder implications of these findings await further study.
LimitationLimitation
23
Naturally-occurring affect is it may confound emotional or motivational tendencies or other personal characteristics that could enhance the inclination to experience positive or negative hedonic tone.
LimitationLimitation
24
A second criticism is the artificiality of the scenarios which could potentially induce demand characteristics.
ReflectionReflection
25
It is necessary in the lab and the store to advance our understanding of the joint consequences of affect, environment, and individual motivations and traits on marketplace behaviors.
26