Association of Marketing Theory and Practice Proceedings 2013
 

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date

2013

Abstract

This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous work and extends this relationship to include gender as moderator. With a better understanding of the way in which different mood states influence customer loyalty intentions, a new approach to managing customer mood-states emerges.

About the Authors

Dr. Michael Lee Thomas serves as an Associate Professor of Marketing for Georgia Southern University’s College of Business Administration. He received his Ph.D. from Southern Illinois University of Carbondale in Marketing.

Dr. Lindsay Larson serves as Assistant Professor of Marketing for Georgia Southern University's College of Business Administration. She received her Ph.D. from Yale University in Social Psychology, and a Post-Doctoral Certificate in Marketing from the University of Florida's Warrington College of Business.

Dr. Linda G. Mullen serves as an Associate Professor of Marketing for Georgia Southern University’s College of Business Administration. She received her Ph.D. from Southern Illinois University of Carbondale in Marketing

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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