It Might be Exciting, but I’m not in Mood today. Mall Atmospherics, Shopping Behavior, and Mood States.

This research aims to demonstrate how both valence and arousal of incidental moods can moderate the relationship between the level of atmospheric arousal in a mall environment setting and shopping behavior among shoppers. our methodology is based on SEM and data were collected conducting a 4x2 experiment among 221 participants. our results show that atmospheric arousal has different effects on shopping behavior depending on shoppers’ mood states. Purposely, atmospheric arousal has a negative effect on shopping behavior for consumers in a positive low-arousal mood, while the effect is positive in the other cases. Mall managers should be careful with the levels of excitement created with atmospherics cues in order to maximize both consumers’ welfare and shopping behavior.