Social Cues-Customer Behavior Relationship: The Mediating Role of Emotions and Cognition

Nawras M. Nusairat, Abdel Hakim O. Akhorshaideh, Tahir Rashid, Sunil Sahadev and Grazyna Rembielak

International Journal of Marketing Studies, 2017, vol. 9, issue 1, 1-17

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.

Keywords: social cues; emotion; cognition; shopping environment; customer behavioral response; structural equation modelling (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:9:y:2017:i:1:p:1-17

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