Browsing by Author "Marcomini, Silvia"
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- The impact of environmental cues on customers' quality perception and willingness to pay and the moderating role of consumer mood and motivesPublication . Marcomini, Silvia; Andrade, Eduardo BittencourtThe literature shows that shopping environment has an impact on various consumer behaviors, and that an elegant environment is associated with higher customer’ quality perception and willingness to pay. I investigated and found that this is true only when consumers are in a positive mood. When they are in a negative mood, consumers infer higher quality from a discount-looking shop. A between-design experimental survey has been conducted to analyze the impact of shopping environment, mood and shopping motivation on customers’ perception of quality and willingness to pay. Two mood conditions (positive/negative) have been created and induced to respondents at the beginning of the survey, along with two shopping environment conditions (upscale-looking/discount-looking) based on design, scent and sales personnel factors. Results show that shopping environment does not impact significantly the dependent variables but it interacts significantly with mood to determine quality perception; shopping motivation impacts significantly both quality perception and willingness to pay.