Should I Stay Or Should I Go? Mood Congruity, Self-Monitoring and Retail Context Preference

Nancy Puccinelli (Upton), Northeastern University
Rohit Deshpande, Harvard University
Alice Isen, Cornell University
This article extends the discussion of congruity 1) by examining the effect in a retail context and, 2) by considering the moderating role of self-monitoring on congruity. Two experiments found that when low self-monitors imagine a context that differs in valence from their mood, they feel more distinctive from the environment and, in turn, prefer contexts that are congruent with their mood. High self-monitors on the other hand prefer a context that differs in valence from their mood. The implications of these results for retail atmospherics are discussed.
[ to cite ]:
Nancy Puccinelli (Upton), Rohit Deshpande, and Alice Isen (2008) ,"Should I Stay Or Should I Go? Mood Congruity, Self-Monitoring and Retail Context Preference", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 829-830.