publication . Article . 2017

Social cues-customer behavior relationship : the mediating role of emotions and cognition

Nusairat, NM; Akhorshaideh, AHO; Rashid, T; Sahadev, S; Rembielak, G;
Open Access
  • Published: 16 Jan 2017 Journal: International Journal of Marketing Studies, volume 9, page 1 (issn: 1918-719X, eissn: 1918-7203, Copyright policy)
  • Publisher: Canadian Center of Science and Education
  • Country: United Kingdom
<jats:p>This paper investigates the effect of social cues in a mall’s shopping environment on customer behavior. Two competing mediation scenarios are assessed: emotion-cognition and cognition-emotion in a stimulus-organism-response (SOR)-based framework. Although the role of social cues in driving customer behavior in shopping contexts is largely addressed in the extant literature, the mechanism of the effect is still under-researched area and this study is an attempt to fill this gap.The conceptual model is validated through a questionnaire survey of 1028 shopping mall customers from three cities in Jordan. Two different conceptual models are tested. The analy...
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