The role of mood in understanding the relationship between helping behavior and purchasing intent

• Main Author: Villaluz, Diana L
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Consumer behavior; Mood (Psychology); Helping behavior; Psychology
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6045; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=13091&context=etd_masteral
• Institution: De La Salle University

The paper examined the role of mood in facilitating purchasing intent when store employees display helping behavior. Data was gathered by conducting survey to 231 shoppers in selected appliance centers. Using Structural Equation Modeling (SEM), results revealed that employees’ mood had a direct effect on their tendency to initiate assistance and the helping behavior displayed by employees also had an effect on shoppers’ mood and product evaluation. Likewise, mood of shoppers has a direct effect on helping behavior displayed by store employees. The relationship between mood of shoppers and purchasing intent was mediated by positive product judgment but was not mediated by accessibility to retrieve positive materials from memory, flexibility in decision making and positive response to stimuli as predicted.