Date of Publication

2010

Document Type

Master's Thesis

Degree Name

Master of Science in Psychology Major in Social and Cultural Psychology

Subject Categories

Psychology

College

College of Liberal Arts

Department/Unit

Psychology

Thesis Adviser

Marshall N. Valencia

Defense Panel Chair

Laurene L. Chua-Garcia

Defense Panel Member

Roberto E. Javier, Jr.
Ma. Caridad H. Tarroja

Abstract/Summary

The paper examined the role of mood in facilitating purchasing intent when store employees display helping behavior. Data was gathered by conducting survey to 231 shoppers in selected appliance centers. Using Structural Equation Modeling (SEM), results revealed that employees’ mood had a direct effect on their tendency to initiate assistance and the helping behavior displayed by employees also had an effect on shoppers’ mood and product evaluation. Likewise, mood of shoppers has a direct effect on helping behavior displayed by store employees. The relationship between mood of shoppers and purchasing intent was mediated by positive product judgment but was not mediated by accessibility to retrieve positive materials from memory, flexibility in decision making and positive response to stimuli as predicted.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG004740

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

iv, 37 leaves, 28 cm.

Keywords

Consumer behavior; Mood (Psychology); Helping behavior

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Embargo Period

5-23-2022

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