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The effect of motivational orientation over arousal-shopping response relationship

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  • Afonso Vieira, Valter
  • Vaz Torres, Claudio

Abstract

This paper enlarges extant theory on environmental retail by providing evidence that motivational orientation moderates the relationship between arousal and response. Our conceptual model focuses on the phenomenon of motivational orientation as moderator on the relationship between arousal and shopping intention. We extend Kaltcheva and Weitz model, since their focus was on the association between arousal and pleasure. We measured shopping behavior, as consequence variable in the framework, in six different formats (e.g. satisfaction, loyalty, money $, minutes, products). We did four studies in a 2×3 design with motivational orientation (hedonic vs. utilitarian) and arousal (high vs. moderate vs. low levels). After the procedures, the questionnaire listed the scales. The four studies did provide enough evidence that motivational orientation moderates the relationships proposed by Mehrabian and Russell's theoretical framework and those ones proposed by our model.

Suggested Citation

  • Afonso Vieira, Valter & Vaz Torres, Claudio, 2014. "The effect of motivational orientation over arousal-shopping response relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 158-167.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:2:p:158-167
    DOI: 10.1016/j.jretconser.2013.11.008
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    References listed on IDEAS

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    Cited by:

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    2. Tran, Trang P. & Guzmán, Francisco & Paswan, Audhesh K. & Blankson, Charles, 2020. "National versus private brand: A regulatory focus perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    3. Silvia Cachero-Martínez & Rodolfo Vázquez-Casielles, 2018. "Developing the Marketing Experience to Increase Shopping Time: The Moderating Effect of Visit Frequency," Administrative Sciences, MDPI, vol. 8(4), pages 1-21, November.
    4. Salonen, Ville & Munnukka, Juha & Karjaluoto, Heikki, 2020. "The role of fundamental motivations in willingness-to-pay online," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    5. Cheung, Millissa F.Y. & To, W.M., 2021. "Effect of customer involvement on co-creation of services: A moderated mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    6. Bradley, Gregory T. & LaFleur, Elizabeth K., 2016. "Toward the development of hedonic-utilitarian measures of retail service," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 60-66.

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