Good and bad shopping vibes: Spending and patronage satisfaction

Abstract

This research addresses appropriately evaluating resource investments aimed at improving customer mood through atmospherics. A structural equations approach is used on a sample 375 mall consumers to test relevant hypotheses. The results of the study suggest that consumer emotions have a "dual" impact. Whereas consumers' in-store mood does influence spending, it has a considerably greater effect on customer satisfaction with the retailer. Further, the study shows that negative shopping moods affect satisfaction with greater efficacy than do positive moods. Implications for developing customer loyalty and suggestions for further research are discussed.