Locus of Control As a Potential Mediator of Situational Affect on Consumer Behaviour

Consumers’ behaviours within shopping centres stem partially from their own experiences and psychological processes, and partially from factors present within these shopping centres. This investigation explores whether locus of control can determine an individual’s susceptibility to situational factors present in the shopping centre. From a sample of 292 customers surveyed in shopping centres in the north east of England (34% male, 66% female), analysis indicated statistically significant relationships between Consumer Locus of Control and certain aspects of the shopping situation.


Mary Lynn Mundell, Mike Nicholson, and Anthea Christodoulou (2007) ,"Locus of Control As a Potential Mediator of Situational Affect on Consumer Behaviour", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research.


Mary Lynn Mundell, Durham Business School, England
Mike Nicholson, Durham Business School, England
Anthea Christodoulou, Durham Business School, England


E - European Advances in Consumer Research Volume 8 | 2007

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