کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018971 940378 2007 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Should I stay or should I go? Mood congruity, self-monitoring and retail context preference
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Should I stay or should I go? Mood congruity, self-monitoring and retail context preference
چکیده انگلیسی

This article extends the discussion of congruity or the preference by consumers for alternatives similar to themselves 1) by examining the effect in a retail context and, 2) by considering the moderating role of self-monitoring, or the tendency to regulate one's mood in line with the social context, on congruity. Two experiments find that when low self-monitors imagine a context that differs in valence from their mood, they feel more distinctive from the environment while high self-monitors do not. The feelings of low self-monitors, in turn, seem to lead them to prefer contexts that are congruent in valence with their mood. High self-monitors on the other hand prefer a context that differs in valence from their mood. It is argued that high self-monitors seek a mood-incongruent context to achieve normative regulation of their mood. The implications of these results for retail atmospherics are discussed.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 60, Issue 6, June 2007, Pages 640–648
نویسندگان
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