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Context effects in marketing practice: the case of mood
Author(s) -
Bakamitsos Georgios A.,
Siomkos George J.
Publication year - 2004
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.144
Subject(s) - mood , affect (linguistics) , order (exchange) , context (archaeology) , marketing , psychology , advertising , social psychology , business , history , communication , finance , archaeology
The role of individuals' affective state on information processing and decision making has attracted the attention of researchers in the social sciences. Building on the findings reported in the literature, the authors examine the effects of mood on marketing practice. Implications for advertising practices as well as the potential manipulation of elements of the physical store/retail environment (atmospherics) in which consumers operate in order to affect behaviour are discussed. Copyright © 2004 Henry Stewart Publications.