1. The Impact of Pre-Existing Negative
Affect on In-Store Purchase Intention
Presenter ： Radium Cheng
Instructor ： Dr. Teresa Hsu
2. Contents
I Introduction III Methodology
– Research Background – Sample and Procedure
– Research Questions – Scenario
– Purpose of this study – Design
– Measures
II Literature Review
– Behaviors and emotions
– Environment
– Involvement
2
3. Introduction
• Background
Not only do people shop because they need things they desire
but because they probably relish shopping and have enjoyments.
The more proprietors understand the emotional and surrounding
factors, the higher patronage or profits they can earn.
3
4. Introduction
• Research Questions
1. Can pre-existing emotions influence on purchase intention?
2. Will it be the more negative emotion we have, the higher
purchase intention boosts?
3. Will we be more apt to shop if being in a negative mood than
positive mood (e.g. angry, depressed, annoyed)?
4
5. Introduction
• Purpose of this study
– This study aims to explore two negative affects,
boredom and depression, influence on purchase
intentions.
5
6. Literature Review
• Behaviors and Emotions
– Social stimuli are the important factor to influence
customers' emotion.
(Menon & Dubé, 2000; Wakefield & Blodgett, 1999; Yoo et al.,
1998)
– Emotions (e.g., sadness) resulting from experience may
be existing continuously to subsequent unrelated
behavior.
(Lerner, Small, & Loewenstein 2004).
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7. Literature Review
• Behaviors and Emotions
– Emotional states influence risk-taking to the extent that
persons in a negative emotional state will take higher
risks than those in a positive emotional state.
(Chuang & Lin, 2007)
7
8. Literature Review
• Environment
– Environmental stimuli affect the emotional states of
consumers in ways of which they may not be fully aware,
but which can affect approach or avoidance behavior.
(Donovan & Rossiter, 1982)
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9. Literature Review
• Involvement
– With regard to consumer behavior, laboratory studies
indicate that mood interacts with involvement and
shopping experiences.
(Swinyard, 1993)
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10. Methodology
• Sample and Procedure
– approximately 150 undergraduates
Pre-task affect measurement
A manipulated shopping scenario
Elicit the dependent variable
Post-task affect measurement
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11. Methodology
• Sample and Procedure
– Participants will be exposed to the scenario involving a
store visit.
– Randomly appointed to one of four conditions which differ
from Shopping Experience (good/bad) to Personal
Involvement (high/low).
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12. Methodology
• Sample and Procedure
1. After reading their scenario, they will answer a series of
items to estimate purchase intentions in the store.
2. They then will provide their evaluations and complete on
a seven point item how probably they are to turn a
commodity back to a store if there is a flaw.
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13. Methodology
• Sample and Procedure
3. Then, the emotion items will re-provide as a post task to
evaluate the affect.
4. Finally, the questions regarding to this study will be
answered.
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14. Methodology
• Scenario
– The four shopping scenario are based on Swinyard (1993).
– Asked to Imagine that they are visiting a store
– Conversation between consumer and clerk with the slacks
returned
– Involvement (high/low), Shopping Experience (good/bad)
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15. Methodology
• Scenario – Involvement
– manipulated via personal relevance
High Involvement
High Involvement
– Participants are appointed as a consumer.
Low Involvement
Low Involvement
– Participants overhear a conversation when
another consumer return the products.
(for details, see Swinyard, 1993, Appendix). 15
16. Methodology
• Scenario – Shopping Experience
– manipulated by the clerk’s reactions
Good Experience
Good Experience
– Clerk will be described as polite and helpful.
Bad Experience
Bad Experience
– Clerk will be described as rude and censuring.
(for details, see Swinyard, 1993, Appendix). 16
17. Methodology
• Design
– Experimental 2x2 factorial design
– The analyses will conduct using General Linear Models
(GLM)
Shopping
Experience
Involvement Purchase
Purchase
Intentions
Intentions
Affect
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Independent Variables Dependent Variables
19. Methodology
• Measures
Affect
–the degree of a series of describing for emotion with 5-point
semantic differential scale through adjectives
(e.g. bored, tired, drowsy, and sluggish to sleepy)
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20. Methodology
• Measures
Purchase Intention
–Following Swinyard (1993), this study adapts a 5-point
semantic differential scale
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21. Methodology
• Measures
Involvement with shopping experience
–evaluated with semantic-differential value scale
( Mano & Oliver, 1993)
Relevant Important Valuable
Of concern to
Matter to me Significant
me
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