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

Nusairat, NM, Akhorshaideh, AHO, Rashid, T, Sahadev, S and Rembielak, G 2017, 'Social cues-customer behavior relationship : the mediating role of emotions and cognition' , International Journal of Marketing Studies, 9 (1) , pp. 1-17.

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Abstract

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 analysis reveals that the cognition-emotion mediated model is more robust in predicting the effect of social cues than emotion-cognition mediated model. The findings indicate that a) social cues have a significant positive effect on customers’ emotion of pleasure; cognition; and behavioral response; and b) only pleasure and cognition mediate the effect of social cues on customers’ behavioral response. Theoretically, this study provides a comprehensive understanding of the mechanism by which customers’ emotions and cognition mediate the effect of social cues on customer behavior; and practically, it asserts the significance of social cues as a marketing tool.

Item Type: Article
Schools: Schools > Salford Business School
Journal or Publication Title: International Journal of Marketing Studies
Publisher: Canadian Center of Science and Education
ISSN: 1918-719X
Related URLs:
Depositing User: Dr Tahir Rashid
Date Deposited: 08 Jun 2017 09:06
Last Modified: 08 Aug 2017 15:00
URI: http://usir.salford.ac.uk/id/eprint/42540

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