Perceived Appropriateness and Its Effect On Quality, Affect and Behavior

Document Type

Article

Publication Date

9-1-2004

School

Marketing

Abstract

This research investigates cognitive and affective determinants of retail patronage. We examine how perceptual environmental appropriateness alters perceived quality, emotion and shopping value. A nearly infinite number of combinations exist when one considers how various atmospheric elements may be altered. Among these, complementary arrangements exist that are cognitively assimilated and perceptually pleasing. Even relatively small changes in the type and volume of music, the odor, color scheme, or some other characteristics may cause a mental conflict captured by fit. Over 800 mall intercept respondents comprised a sample used to examine a structural model. Model results suggest that when perceptual appropriateness is diminished, consumers report lower positive affect, lower product quality ratings, lower perceptions of personal shopping value and fewer approach behaviors. In addition, the role of perceived quality in shaping shopping outcomes is explained. © 2003 Elsevier Ltd. All rights reserved.

Publication Title

Journal of Retailing and Consumer Services

Volume

11

Issue

5

First Page

287

Last Page

298

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