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Affect and Retail Shopping Behavior: Understanding the Role of Mood Regulation and Regulatory Focus

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  • Arnold, Mark J.
  • Reynolds, Kristy E.

Abstract

Two studies investigate the relationship between promotion and prevention focus, mood regulation, and retail marketplace evaluations and behaviors. Study 1, a laboratory experiment, finds that individuals high in promotion focus regulate their moods more than individuals low in promotion focus. Study 2, a field study, investigates the relationships between retail outcomes, regulatory focus, and the three core mood regulation constructs of mood monitoring, mood clarity, and mood repair. Results suggest that mood regulation is closely related to promotion and prevention focus, having both a direct influence on retail outcomes as well as mediating the influence of regulatory focus. Implications for theory and practice, limitations, and directions for future research are discussed.

Suggested Citation

  • Arnold, Mark J. & Reynolds, Kristy E., 2009. "Affect and Retail Shopping Behavior: Understanding the Role of Mood Regulation and Regulatory Focus," Journal of Retailing, Elsevier, vol. 85(3), pages 308-320.
    • Handle: RePEc:eee:jouret:v:85:y:2009:i:3:p:308-320
    DOI: 10.1016/j.jretai.2009.05.004
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    References listed on IDEAS

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