The study examined the effects of mood, involvement, and quality of store experience on shopping intentions. It found that both mood and involvement had significant effects on shopping intentions. Specifically, the effects of mood were greater for more involving shopping situations. Additionally, the quality of shopping experience had a prominent influence on shopping intentions, and affected mood - those with a good experience were in a more positive mood than those with a bad experience.

1. The Effects of Mood, Involvement,
and Quality of Store Experience on
Shopping Intentions
March 25, 2013
Presenter：Radium Cheng
Instructor：Dr. Teresa Hsu

2. Citation
Swinyard, W. R. (1993). The Effects of Mood,
Involvement, and Quality of Store Experience on
Shopping Intentions. Journal of Consumer
Research, 20 (2), 271-280.
2

3. Contents
I Introduction
II Literature Review
III Methodology
IV Results
V Discussion & Conclusion
VI Reflection
3

4. Introduction
Background
Each of us has had unpleasant shopping experiences, sometimes
for no reality explained reason except that we were in a bad mood.
Although mood is largely beyond the marketer’s control (Gardner &
Vandersteel, 1984), it is still stimuli in unintended ways.
4

5. Introduction
The Purpose of this study
 The purpose of this article is to examine the effects of
mood, involvement, and quality of store experience
on shopping intentions.
5

6. Introduction
Research Questions
1. What is the influence of mood on shopping intentions?
2. Do mood effects vary with different levels of consumer involvement?
3. Does mood interact with the quality of the shopping experience?
4. Does a bad shopping experience have an effect on consumer
mood?
6

7. Literature Review
Mood Concept and Effects
 Cialdini’s negative state relief model of helping
asserts that people in a negative mood will behave
more charitably than others.
(Cialdini, Darby, & Vincent, 1973; Cialdini, 1979)
：Consumer in a good mood will have more positive
shopping intentions than those in a bad mood.
7

8. Literature Review
The Role of Involvement
 It is likely that mood will have a greater effect when
the shopping experience is personally relevant to
consumers or “self-related or in some way
instrumental in achieving their personal goals”.
(Petty & Cacioppo, 1983; Celsi & Olson, 1988)
：The effects of mood on shopping intentions will be
greater in more involving shopping situations than
in less involving shopping situations.
8

9. Literature Review
 Effects of the Quality of the Shopping Experience
 Mood-Protection Mechanisms.
• People in good moods tends to sustain their mood.
1. Peripheral or associative effects.
2. Cognitive elaboration.
3. Biased evaluations.
：The effects of mood on shopping intentions will be
： The the quality of the shopping
experience on shopping intentions will be greater
greater during a good shopping experience than
in a more involving shopping situation than in a
during a bad shopping experience.
less involving one.
9

10. Literature Review
Mood as a Dependent Variable
 Mood can also be a dependent variable , for it can be
influenced by external events such as bad shopping
experience.
：The quality of the shopping experience will
influence mood; compared to people who have
had a bad shopping experience, those having a
good experience will be in a more positive mood.
10

11. Method
Participant
 109 undergraduate business students randomly
received one of eight written treatments.
Research Site
 A single large classroom
11

12. Method
The Hypotheses
Independent
• 2x2x2 Design
Variable
Mood (good vs. bad)
• Three-way-full-
factorial analysis Shopping
involvement (higher
of variance vs. lower)
design
Shopping experience
(good vs. bad)
12

13. Method
Procedure Written Scenarios
Three Treatments
Anagram Involvement
Written Scenarios
Mood Procedure
Store
Experience
13

14. Method
Measures
Involve- Shopping Quantitative
Mood ment Intention Covariate
Seven-point scale Seven-point scale Five-item Seven-point scale
seven-point
likelihood model
• Alpha=0.85 • Alpha=0.82 • Alpha=0.94 How likely or
• sad/happy unlikely they
• bad /good mood actually were to
• irritable/pleased return an item if it
• depressed/ is defective
cheerful
(Peterson & Sauber, 1983) (Celsi & Olson, 1988)
14

15. Results
Findings
 Both the mood and involvement treatments were
found to have significant effects.
15

16. Results
Findings
 The quality of the shopping experience has a prominent effect
on shopping intentions. 16

17. Results
Findings
：Consumer in a good mood will have more positive
shopping intentions than those in a bad mood.
• Hypothesis 1 was not supported.
17

18. Results
Findings
：The effects of mood on shopping intentions will be
greater in more involving shopping situations than
in less involving shopping situations.
• The interaction supports H2, which proposes that mood effects will
be greater during a more involving shopping experience. 18

19. Results
Findings
： The effects of mood on shopping intentions will be
greater during a good shopping experience than
during a bad shopping experience.
• The interaction of mood and store experience is not significant.
19

20. Results
Findings
： The effects of the quality of the shopping
experience on shopping intentions will be greater
in a more involving shopping situation than in a
less involving one.
• H4 proposed that store experience would interact with
involvement , and table 1 and figure 4 reveal support for
this expectation. 20

21. Results
Findings
：The quality of the shopping experience will
influence mood; compared to people who have
had a bad shopping experience, those having a
good experience will be in a more positive mood.
• Table 3, shopping experience was found to have a
significant effect on mood. H5 was supported. 21

22. Discussion & Conclusion
Discussion & Conclusion
 For involved shoppers, a good shopping experience is
even better, and a bad shopping experience is still worse.
This reinforces the notion that service vendors must train,
retrain, and monitor their customer-service personnel.
22

23. Discussion & Conclusion
Discussion & Conclusion
 Involved consumers react more strongly to good and bad
shopping experiences: that direct interactions with
consumers carry both great potential and great hazard.
23

24. Reflection
Reflection
 The mood is both a variable that has influence on
influence on
shopping and one that is influenced by shopping.
is influenced by
24