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The Emotional States of the Consumer in Stores: The PA (Pleasure-Arousal) Adapted to the Algerian Context

Author

Listed:
  • Sabrina ELBACHIR

    (University of Mascara, Algeria)

  • Abderrahmane CHENINI

    (University of Mascara, Algeria)

Abstract

The purpose of this paper is the proposal of a scale for measuring emotional states experienced within a point of sale, for non-English speaking consumers. Since the validity of the measuring instruments may affect the relevance and quality of managerial decisions, the development of a sufficiently reliable measurement that take into account the specificity of a country becomes necessary. Following a literature review that allowed us to highlight existing measuring instruments of emotional states and their disadvantages, we have developed a measurement scale based on two emotional dimensions: pleasure and arousal (stimulation). Following the Churchill Paradigm, the results of our analysis show that the reliability and construct validity of our scale were improved.

Suggested Citation

  • Sabrina ELBACHIR & Abderrahmane CHENINI, 2016. "The Emotional States of the Consumer in Stores: The PA (Pleasure-Arousal) Adapted to the Algerian Context," Expert Journal of Marketing, Sprint Investify, vol. 4(1), pages 10-19.
    • Handle: RePEc:exp:mkting:v:4:y:2016:i:1:p:10-19
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Emotional States; Pleasure-Arousal; Stores; Verbal Measures; Measurement Scale;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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