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Nusairat, N; Rashid, T; Rembielak, G
Languages: English
Types: Unknown
Subjects: other
The role of shopping environment in deriving customers’ response has been substantially addressed in marketing literature, however, the focus has been considerably limited to certain physical environment factors such as music, light and scent. Less attention has been paid to social cue in shopping environments, implying the need for further research in this extent.\ud Prior research on shopping environment cues in general has been largely based on the stimulus-organism-response (S-O-R) model proposed by Mehrabian and Russell. Together emotion and cognition as mediators are mostly investigated in studies addressing a single or few environmental stimuli. Relatively, limited research has considered the interplay mediating role of emotion and cognition in shopping environment-customers’ behaviour relationship. Keeping this knowledge gap in mind, this study investigates the effect of the social cues of a shopping environment on customers’ behavioural response through examining two competing mediation scenarios; emotion-cognition and cognition-emotion in the context of shopping malls in Jordan. This working paper presents an up-to-date of research including the theoretical background, the associated developed hypothesis and the proposed methodology. Finally, the paper elucidates the contribution to knowledge the research will make to theory and practice.
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