Nusairat, NM, Akhorshaideh, AHO, Rashid, T 
ORCID: https://orcid.org/0000-0002-3920-7434, Sahadev, S ORCID: https://orcid.org/0000-0001-9648-8079 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: | 15 Feb 2022 22:07 |
| URI: | https://usir.salford.ac.uk/id/eprint/42540 |
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