Social cues-customer behavior relationship : the mediating role of emotions and cognition

Nusairat, NM; Akhorshaideh, AHO; Rashid, T; Sahadev, S; Rembielak, G

Abstract

This paper investigates the effect of social cues in a mall’s shopping environment on customer behavior. Two competing mediation scenarios are assessed: emotion-cognition and cognition-emotion in a stimulus-organism-response (SOR)-based framework. Although the role of social cues in driving customer behavior in shopping contexts is largely addressed in the extant literature, the mechanism of the effect is still under-researched area and this study is an attempt to fill this gap.
The conceptual model is validated through a questionnaire survey of 1028 shopping mall customers from three cities in Jordan. Two different conceptual models are tested. The analysis reveals that the cognition-emotion mediated model is more robust in predicting the effect of social cues than emotion-cognition mediated model.
The findings indicate that a) social cues have a significant positive effect on customers’ emotion of pleasure; cognition; and behavioral response; and b) only pleasure and cognition mediate the effect of social cues on customers’ behavioral response.
Theoretically, this study provides a comprehensive understanding of the mechanism by which customers’ emotions and cognition mediate the effect of social cues on customer behavior; and practically, it asserts the significance of social cues as a marketing tool.

Citation

Nusairat, N., Akhorshaideh, A., Rashid, T., Sahadev, S., & Rembielak, G. (2017). Social cues-customer behavior relationship : the mediating role of emotions and cognition. International Journal of Marketing Studies, 9(1), 1-17. https://doi.org/10.5539/ijms.v9n1p1

• Journal Article Type: Article
• Acceptance Date: Dec 13, 2016
• Online Publication Date: Jan 16, 2017
• Publication Date: Jan 16, 2017
• Deposit Date: Jun 8, 2017
• Publicly Available Date: Jun 8, 2017
• Journal: International Journal of Marketing Studies
• Print ISSN: 1918-719X
• Electronic ISSN: 1918-7203
• Publisher: Canadian Center of Science and Education
• Volume: 9
• Issue: 1
• Pages: 1-17
• DOI: https://doi.org/10.5539/ijms.v9n1p1
• Publisher URL: http://dx.doi.org/10.5539/ijms.v9n1p1
• Related Public URLs: http://www.ccsenet.org/journal/index.php/ijms/index; http://web.ccsenet.org/