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The Moderating Influence of Motivational Orientation On the Relationship Between Shopping Environment Arousal and Behavior

Prior empirical research has reported an inconsistent relationship between the level of arousal produced by a shopping environment and consumer feelings of pleasantness in the environment. A conceptual framework, addressing the inconsistent results, proposes that the arousal-pleasantness relationship is moderated by the consumer’s motivational orientation. When consumers have an intrinsic motivational orientation, arousal has a positive impact on pleasantness. However, when consumers have an extrinsic motivational orientation, arousal decreases pleasantness. The moderating role of motivational orientation is supported by three laboratory studies in which motivational orientation and arousal are manipulated.