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Presentation
The Effect of Antecedent Mood on Customer Loyalty Intentions: A Mood by Gender Interaction
Association of Marketing Theory and Practice Annual Conference (AMTP)
  • Michael L. Thomas, Georgia Southern University
  • Lindsay R.L. Larson, Georgia Southern University
  • Linda G. Mullen, Georgia Southern University
Document Type
Presentation
Publication Date
3-2-2013
Abstract

This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive processing, levels of risk aversion, motivation, and the experience of emotion while shopping. Past studies in this area have shown only a mild connection between induced antecedent mood state and loyalty intentions, which may be due in part to the issue of an emotion by gender interaction. This paper reinforces previous work and extends this relationship to include gender as moderator. With a better understanding of the way in which different mood states influence customer loyalty intentions, a new approach to managing customer mood-states emerges.

Location
Charleston, SC
Citation Information
Michael L. Thomas, Lindsay R.L. Larson and Linda G. Mullen. "The Effect of Antecedent Mood on Customer Loyalty Intentions: A Mood by Gender Interaction" Association of Marketing Theory and Practice Annual Conference (AMTP) (2013)
Available at: http://works.bepress.com/michael_l_thomas/22/