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Social Cues-Customer Behavior Relationship: The Mediating Role of Emotions and Cognition

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  • Nawras M. Nusairat
  • Abdel Hakim O. Akhorshaideh
  • Tahir Rashid
  • Sunil Sahadev
  • Grazyna Rembielak

Abstract

This paper investigates the effect of social cues in a mall¡¯s shopping environment on customer behavior. Two competing mediation scenarios are assessed: emotion-cognition and cognition-emotion in a stimulus-organism-response (SOR)-based framework. Although the role of social cues in driving customer behavior in shopping contexts is largely addressed in the extant literature, the mechanism of the effect is still under-researched area and this study is an attempt to fill this gap. The conceptual model is validated through a questionnaire survey of 1028 shopping mall customers from three cities in Jordan. Two different conceptual models are tested. The analysis reveals that the cognition-emotion mediated model is more robust in predicting the effect of social cues than emotion-cognition mediated model. The findings indicate that a) social cues have a significant positive effect on customers¡¯ emotion of pleasure; cognition; and behavioral response; and b) only pleasure and cognition mediate the effect of social cues on customers¡¯ behavioral response. Theoretically, this study provides a comprehensive understanding of the mechanism by which customers¡¯ emotions and cognition mediate the effect of social cues on customer behavior; and practically, it asserts the significance of social cues as a marketing tool.

Suggested Citation

  • Nawras M. Nusairat & Abdel Hakim O. Akhorshaideh & Tahir Rashid & Sunil Sahadev & Grazyna Rembielak, 2017. "Social Cues-Customer Behavior Relationship: The Mediating Role of Emotions and Cognition," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(1), pages 1-17, February.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:1:p:1-17
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    References listed on IDEAS

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    More about this item

    Keywords

    social cues; emotion; cognition; shopping environment; customer behavioral response; structural equation modelling;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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