Evaluating the nature of hassles and uplifts in the retail shopping context

The impact of hassles and uplifts on human cognition and behavior has been studied extensively in psychology. This research examines the hassles/uplifts framework in the context of retail shopping. Included are two studies that identify the events that shoppers perceive as a hassle or uplift, evaluate the unpleasantness/pleasantness of the event, and examine whether there are individual differences in shopper experiences of these events. Results show that while gender differences are minor, there are indeed differences in perceptions of these events for those individuals who vary in shopping orientation and atmospheric responsiveness.