The Effects of Physical Surroundings on Egyptian Consumers' Emotional States and Buying Intentions

Abstract

This study investigates the effects of several aspects of Egyptian shopping mall physical surroundings (background music, crowdedness, location, lighting, and interior design) on consumers' emotional states and buying intentions. Using an experimental design and stimuli from different malls, the study finds that each of these factors, with the exception of interior design, affects the amount of shopper pleasure, arousal, and dominance experienced. Furthermore, the moderating responses of pleasure and arousal affect willingness to buy. Some of these results parallel findings from Western environments, but others do not. Differences are interpreted in light of traditional Egyptian shopping environments and implications are discussed.

Key Words:

• Situations
• retail atmosphere
• shopping mall
• Egypt
• emotions
• Pleasure
• Arousal and Dominance (PAD)