The Impact of Emotions on Customers’ Perception of Website Atmospheric Cues: an Empirical Cross-Cultural Investigation

This paper examines the impacts of emotions on customers’ perception of website high- and low-task relevant cues. In turn, the associations of site atmospheric cues on site attitudes, site involvement, and purchase intentions are investigated. The proposed model is compared between Canadian and Chinese customers based on Hofstede’s (1991) cultural value dimensions.


Ebrahim Mazaheri, Marie-Odile Richard, and Michel Laroche (2011) ,"The Impact of Emotions on Customers’ Perception of Website Atmospheric Cues: an Empirical Cross-Cultural Investigation", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Ebrahim Mazaheri, Concordia University, Canada
Marie-Odile Richard, University of Montreal, Canada
Michel Laroche, Concordia University, Canada


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


Shopping for Freedom: Moroccan Women's Experience in Supermarkets

Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration

Read More


Once? No. Twenty times? Sure! Uncertainty and precommitment in social dilemmas

David Hardisty, University of British Columbia, Canada
Howard Kunreuther, University of Pennsylvania, USA
David Krantz, New York University, USA
Poonam Arora, Manhattan College
Amir Sepehri, Western University, Canada

Read More


Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?

Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University

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.