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

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.



Citation:

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.

Authors

Nancy Puccinelli (Upton), Northeastern University
Rohit Deshpande, Harvard University
Alice Isen, Cornell University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



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