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Store-evoked affect, personalities, and consumer emotional attachments to brands


  • Orth, Ulrich R.
  • Limon, Yonca
  • Rose, Gregory


This research examines how store-evoked affect, human personality, and brand personality influence consumers' emotional attachments to brands. A field study (in wine tasting rooms) demonstrates that satisfaction mediates the effects of store-evoked pleasure and arousal on brand attachments, which further affects brand loyalty and willingness to pay a price premium. Attachment is consistently stronger in positive affective environments (i.e., when pleasure, arousal, and satisfaction are high) and when the brand possesses positive dimensions of brand personality. These effects are stronger for consumers scoring high (rather than low) on extraversion, openness, agreeableness, and conscientiousness and weaker for individuals scoring high on neuroticism. A follow-up experiment (in juice bars) supports the findings of the field study and provides further insight into the three-way interaction between store-evoked affect, brand personality, and consumer personality.

Suggested Citation

  • Orth, Ulrich R. & Limon, Yonca & Rose, Gregory, 2010. "Store-evoked affect, personalities, and consumer emotional attachments to brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1202-1208, November.
  • Handle: RePEc:eee:jbrese:v:63:y:2010:i:11:p:1202-1208

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    References listed on IDEAS

    1. Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August.
    2. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    3. Foxall, Gordon R. & Greenley, Gordon E., 1999. "Consumers' Emotional Responses to Service Environments," Journal of Business Research, Elsevier, vol. 46(2), pages 149-158, October.
    4. Chebat, Jean-Charles & Michon, Richard, 2003. "Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories," Journal of Business Research, Elsevier, vol. 56(7), pages 529-539, July.
    5. Babin, Barry J. & Chebat, Jean-Charles & Robicheaux, Robert, 2006. "Introduction to the special section on retailing research: The mind and emotion of the 21st century shopper," Journal of Business Research, Elsevier, vol. 59(12), pages 1279-1280, November.
    6. Babin, Barry J. & Attaway, Jill S., 2000. "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer," Journal of Business Research, Elsevier, vol. 49(2), pages 91-99, August.
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    Cited by:

    1. Robert Biswas-Diener & P. Linley & Helen Dovey & John Maltby & Robert Hurling & Joy Wilkinson & Nadezhda Lyubchik, 2015. "Pleasure: An Initial Exploration," Journal of Happiness Studies, Springer, vol. 16(2), pages 313-332, April.
    2. Gengeswari Krishnapillai & Kwok See Ying, 2017. "The Infl uence of Electronic-Word-of-Mouth on Travel Intention among Foreign Students in Malaysia: Does Gender Really Matter?," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 475-483.
    3. Gomez, Miguel, 2013. "The Tasting Room Experience and Winery Customer Satisfaction," EB Series 186556, Cornell University, Department of Applied Economics and Management.
    4. Calabuig Moreno, Ferran & Prado-Gascó, Vicente & Crespo Hervás, Josep & Núñez-Pomar, Juan & Añó Sanz, Vicente, 2015. "Spectator emotions: Effects on quality, satisfaction, value, and future intentions," Journal of Business Research, Elsevier, vol. 68(7), pages 1445-1449.
    5. Rojas-Méndez, José I. & Murphy, Steven A. & Papadopoulos, Nicolas, 2013. "The U.S. brand personality: A Sino perspective," Journal of Business Research, Elsevier, vol. 66(8), pages 1028-1034.
    6. Wu, Chih-Wen, 2015. "Foreign tourists' intentions in visiting leisure farms," Journal of Business Research, Elsevier, vol. 68(4), pages 757-762.


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