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

Share Proceeding

Featured papers

See More


E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations

Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada

Read More


Consuming Products with Experiences: Why and When Consumers Want Mementos

Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA

Read More


Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.