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