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This article proposes that consumer mood, involvement level, and the quality of the shopping experience have significant effects on shopping intentions. Results from a laboratory experiment reveal that mood interacts with involvement and shopping experience. Involved subjects are found to magnify their evaluations of the shopping experience, subjects in good moods evaluate good experiences still better, and a bad shopping experience appears to cause mood-protection mechanisms to fail. Finally, consumer mood is shown to be affected by a bad shopping experience. Copyright 1993 by the University of Chicago.
William R. Swinyard (1993) studied this question.