Effects of Consumer Mood on Behavioral Responses to Store Atmosphere

The study of the impact of store atmosphere on consumer behavior has its roots in environmental psychology research from the 1970s. These studies primarily examined the role of consumer mood in the relationship between atmospheric dimensions and behavioral responses. However, some researchers have at times treated emotions and moods as interchangeable concepts, despite psychological literature clearly distinguishing between these two affective states. The objective of this paper is to provide a state-of-the-art review of research focusing on the specific role of mood in the interaction between store atmosphere and consumer responses, considering mood as an affective state distinct from emotions. Previous studies have highlighted the mediating role of mood, while also revealing other important findings, on the basis of which we propose perspectives and avenues for future research.