Experiential Processing and Consumer Loyalty Behavior: The Moderating Role of Cognitive Value Evaluation in Peruvian Consumer Markets

< 0.001), confirming that cognitive value evaluation moderates the relationship between experiential processing and behavioral loyalty. Simple slopes analysis showed that the effect of experiential processing on loyalty intensifies as perceived value increases, ranging from B = 0.56 at low levels to B = 0.77 at high levels. The Johnson-Neyman criterion identified the transition point at 14.80. These findings contribute to consumer behavior theory by demonstrating that consumption experiences require a favorable cognitive evaluation to translate into stable behavioral loyalty patterns, with implications for Sustainable Development Goal 8 concerning sustainable economic growth. These results advance consumer behavior theory by providing an integrative moderating framework applicable beyond the Peruvian context, and offer retail managers a diagnostic tool for calibrating experiential strategies based on consumer value perception thresholds.