The Effects of Control in the Store Environment: A Motivational Approach

Abstract

The objectives of this study are to examine whether perceived control in the store environment affect emotions, satisfaction and behavioral responses. More specifically, this research set out to explore the influence of perceived control according to shoppers’ motivational orientation. Results from a field study show that motivational orientation does not moderate the relationship between perceived control and pleasure, but moderates its effect on stress. Additionally, our results indicate stress as a better mediator than pleasure for the relationship between perceived control and satisfaction, especially for task-oriented shoppers.