This thesis is concerned with the motivation of shopping behaviour. The main aim of the research is to examine internal factors that influence a person's motivation, with specific focus on how consumers' shopping goals and mood states prior to a retail encounter affect their in-store behaviour and the outcomes of the activity in terms of goal attainment and evaluations of the retail outlet. The conceptual basis for the research is provided by theories of goal-directed behaviour, which assume that people are purposive in their behaviour and that there is a synergistic relationship between cognition and motivation (Ratneshwar, 1995; Pervin, 1989). Two complementary perspectives on the motivational role of mood are linked into this conceptualisation: one that emphasises the role of associative cognitive networks and proposes that mood serves to regulate goal-directed behaviour by altering goal-relevant thought and perception (Gardner, 1985; Isen, 1984); the other that postulates that mood is a biopsychological phenomenon that registers the availability of personal resources given near-term demands and alters goal-relevant thought, perception, and motivation in accordance with this (Morris, forthcoming; Batson et al., 1992; Thayer, 1989). In order to examine the motivation of shopping behaviour, an investigation was carried out amongst visitors to craft fairs in Scotland. The research adopted a quantitative approach. The data collection was driven by five main research hypotheses and involved asking consumers to complete two parts of a questionnaire: the first part was filled in upon their arrival at the craft fair and the second part was completed just before their departure. In this way, data on the progression of goal-directed behaviour over the course of a shopping episode was captured. The main findings of the research were that: a) individuals' mood states prior to the retail encounter influenced consumers' levels of commitment to shopping goals, although the importance of mood state varied depending on the type of shopping goal in question; b) types of behaviour exhibited in the course of shopping were influenced by the types of goals that consumers identified to be important to them upon arriving at the craft fair and there was some evidence that individuals' mood states moderated the effects of their goals on their in-store behaviour; c) attainment of shopping goals was dependent on whether the relevant goals were specified as important prior to the retail encounter and in-store behaviour. Mixed evidence was obtained on the role of mood as a factor that moderates the effects of commitment to goals on attainment of goals. d) attainment of shopping goals was partly responsible for the change in a person's mood state between entering and leaving the craft fair; e) retail outcomes in terms of consumers' enjoyment of the retail encounter, their preference for and intentions to patronise the retail outlet in the future were influenced by consumers' evaluations of the extent to which they had attained their shopping goals and their mood state following the shopping episode. One of the main implications of the research is that a view of consumers as purposive in their shopping activities makes a useful contribution to the understanding of shopping behaviour and how repeat patronage can be encouraged. As far as retailers are concerned, there is a need to understand what goals consumers have in mind when they visit a store and how to facilitate behaviour directed towards the attainment of those goals in order that consumers evaluate the shopping activity as successful and leave with favourable impressions of the store. In addition, attempts to locate in an environment that helps to boost the resources that contribute to mood, rather than draining them, and to smooth the way for goal-directed shopping activities may also increase repeat patronage and ultimately customer loyalty to retailers.

According to Engel, Blackwell, and Miniard (1993), evaluative criteria is defined as "the standards and specifications used by consumers to compare different products and brands" (p.51). Many studies have investigated factors that might influence the importance of clothing evaluative criteria used by consumers in the decision making process. However, few studies have been directed to examine the relationship between consumers' shopping motivations and their use of clothing evaluative criteria. The purpose of this study was to examine the influence of consumers' shopping orientations on the importance placed on the clothing evaluative criteria. Hedonic and utilitarian shopper dichotomy was applied in this study. Self-administered questionnaires which included four sections of questions were used for data collection. The four sections, with 7-point Likert scales, asked about respondents' clothing evaluative criteria used in general and specific purchase context, shopping values, and demographic information. The data were collected at Oregon State University in summer 2005. A convenience sample of 452 students from nine departments was obtained. The frequency and descriptive statistics, cross tabulation and chi-square statistics, Principal Components Factor Analysis with Varimax Rotation, and Pearson Correlation were used to analyze the data. Respondents were classified into hedonic shoppers, utilitarian shoppers, or neutral shoppers, who were dropped in comparison analysis. Results indicated that hedonic shoppers were more likely to be female and younger than were the utilitarian shoppers. Hedonic shoppers were found to be more engaged in un-planned clothing purchases, go clothing shopping more frequently, and spend more money on clothing each month then utilitarian shoppers. Moreover, hedonic shoppers more often went clothing shopping in department stores, closed malls and specialty stores than did the utilitarian shoppers. Principal Components Factor Analysis was conducted to classified clothing evaluative criteria used in both general and specific purchase situations, and new variables were generated for Pearson Correlation Analysis. Results of Pearson Correlation analysis were used to test the hypotheses. Results showed that hedonic shopping value was positively and significantly related to "Aesthetics" and "Symbolic" dimensions of clothing, which supported the first hypothesis. However, utilitarian shopping value was not found to have positive and stronger relationship with "Performance" and "Economic" dimensions of clothing than hedonic shopping value, thus, the second hypothesis was not supported. Apparel manufacturers, retailers, and marketers can draw implications from the study result to develop more effective marketing communication mix. Also, consumer behavior researchers can further investigate hedonic shopping behavior based on the research findings. / Graduation date: 2006

The purposes of the study were to: 1) identify the underlying dimensions of consumer shopping motivations and attitudes toward online auction behaviors; 2) examine the relationships between shopping motivations and online auction behaviors; and 3) examine the relationships between shopping attitudes and online auction behaviors. Students (N = 341) enrolled at the University of North Texas completed self-administered questionnaires measuring shopping motivations, attitudes, online auction behaviors, and demographic characteristics. Using multiple regression analyses to test the hypothesized relationships, shopping motivations and shopping attitudes were significantly related to online auction behaviors. Understanding the relationships is beneficial for companies that seek to retain customers and increase their sales through online auction.

A packaging model is presented in this study which attempts to show some important aspects of a consumer's cognitive process in relation to packaging. This packaging model is based on the theories of imagery, emotion, and perception (and sensation). Perception of a packaged good occurs because the motivation system of a consumer selects particular information that the packaged good provides. Unlike the situation which occurs in behaviorism, stimulus is as important as response, and motivation explains why people don't perceive all the information available in the environment. When perception occurs, two subsequent responses are possible in the mind of a consumer: the connotative response and the denotative response. A connotative response is an evaluation of the perceived, i.e. emotion. Denotative response is imagery which is produced by conditioned sensory response. Imagery may elicit emotional response. Thus, imagery may reinforce consumer behavior positively or negatively. Emotion with regard to a packaged good is, then, the combination of emotions elicited by the perceived and the imagery evoked. This packaging model tries to explain purchasing behavior through the concepts of imagery and emotion.

There is a popular lay-belief that consumers always strive to repair their negative mood. However, one can think of contrary instances where people seek out melancholic music when they feel sad, or choose to remain miserable when something frustrates them. My dissertation proposes that people vary considerably in the degree to which they need to feel better when they experience negative feelings. Specifically, my dissertation advances current understanding of why certain individuals do not engage in mood repair. It also allows us to decipher when people would form judgments and decisions in a mood-congruent versus mood-incongruent manner, thereby accounting for the lack of robustness of mood repair effects. To this end, I advance a construct called the "Need to Feel Better" (NFB), and propose four distinct facets of NFB that individuals differ on: 1) behavioral tendency to repair bad moods, 2) aversion to negative feelings, 3) pleasure derived from negative feelings, and 4) tendency to reflect on negative feelings. I also propose a scale that measures this construct and the four facets it encompasses. My dissertation shows that NFB is associated with stronger preference for common mood repair activities such as leisure shopping and exercise. It is also associated with certain demographics (e.g., age and gender), personality traits (e.g., extraversion and agreeableness), and self-regulation constructs (e.g., promotion-focus). NFB also predicts people's tendency to engage in mood repair when they experience negative moods and their attitudes towards mood lifting appeals. From a managerial standpoint, this work provides insights for the marketing of "feel-good" products (e.g., aromatherapy and vacation packages) and the use of mood repair appeals (e.g., Volkswagen's "Get Happy" Super Bowl commercial and the "Look Good Feel Better" campaign for women with cancer by the cosmetics industry).

Submitted in fulfilment of the requirements for the Degree of Master in Technology: Marketing, Durban University of Technology, 2011. / Satisfying consumers’ needs and wants has always been a primary goal of marketing. These are fulfilled when consumers make the right choices of products to purchase. The driving force behind such purchasing decisions is generally regarded as motivation and this varies between consumers, with each one having their own reasons for their respective choices. For the convenience of consumers, women’s clothing is displayed in stores according to the body sizes of the garments, as reflected on each of their labels. However, this practice can be confusing to consumers because manufacturers use differing sizing systems. The resultant sizing and fit problems in women’s clothing have been documented in many studies around the world. The aim of this study is to explore the emotional effects of sizing and fit on purchasing behaviour in women’s clothing. It looks at current literature regarding emotions in purchasing, consumer decision making and sizing and fit and focuses on sizing and fit problems encountered when women try on clothing in a store. Their emotions whilst going through this process are identified and the subsequent effects of these emotions on their purchasing behaviour are examined. The study firstly reveals that emotions are felt, in varying degrees, by women consumers arising from sizing and fit problems when trying on clothing in stores. The results show that positive emotions are not felt strongly. Secondly, the study identifies the influences which emotions have on purchasing behaviour. The results indicate that positive emotions have a significant influence on purchasing, whilst negative emotions have a lesser effect. Thirdly, the study reveals that in the relationship between satisfaction and the demographic profile, age played a significant role in the scoring of positive emotions when respondents experience inconsistency of sizes between stores.