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Affect and Retail Shopping Behavior: Understanding the Role of Mood Regulation and Regulatory Focus
Mark J. Arnold a,∗ , Kristy E. Reynolds b,1 a Department of Marketing, John Cook School of Business, Saint Louis University, 3674 Lindell Blvd., St. Louis, MO 63108, United States b Department of Management and Marketing, The University of Alabama, Box 870225, Tuscaloosa, AL 35487-0225, United States
Abstract Two studies investigate the relationship between promotion and prevention focus, mood regulation, and retail marketplace evaluations and behaviors. Study 1, a laboratory experiment, ﬁnds that individuals high in promotion focus regulate their moods more than individuals low in promotion focus. Study 2, a ﬁeld study, investigates the relationships between retail outcomes, regulatory focus, and the three core mood regulation constructs of mood monitoring, mood clarity, and mood repair. Results suggest that mood regulation is closely related to promotion and prevention focus, having both a direct inﬂuence on retail outcomes as well as mediating the inﬂuence of regulatory focus. Implications for theory and practice, limitations, and directions for future research are discussed. © 2009 Published by Elsevier Inc on behalf of New York University.
Keywords: Mood regulation; Regulatory focus; Affect; Motivation; Shopping value
Research has made considerable progress in our understanding of affect, showing that moods, feelings, and emotions are related to nearly all aspects of consumption behavior.2 This is particularly evident in retail settings, where moods have been central in studies of environmental inﬂuences on consumption, such as retail atmospherics (e.g., Donovan et al. 1994), and have been shown to inﬂuence strategic variables such as spending, word of mouth, and repeat purchase intentions (e.g., Babin and Darden 1995; Dawson, Bloch, and Ridgway 1990). Individuals differ in the extent to which they attend