Emotional response and shopping satisfaction Moderating effects of shopper attributions

Two studies are presented which demonstrate that the effect of emotions on shopping satisfaction is moderated by the attributions that shoppers make for their feelings. Study 1, a field study, includes two samples of shoppers (student and non-student) who responded to a questionnaire after an actual shopping episode. Results indicate that emotions have stronger effects on shopping satisfaction when the feelings are attributed to the store rather than being internally attributed. A subsequent laboratory experiment (Study 2) replicates the finding and also demonstrates that attribution locus (internal vs. external) and outcome (purchase success vs. failure) produce specific types of emotional responses. The effects of attribution locus and purchase outcome on shopping satisfaction are mediated by these emotions