| Based on the premise that there is considerable opportunity for improvement in measuring retail store image, this dissertation uses content analysis to investigate types of information used to both form images of a retail store and retrieve those images from memory at a later time. The impact of mood on forming and retrieving positive or negative store images is also examined, as are the effects of the happy/sad dimensions of music.;The results of the hypotheses suggest that subjects use a greater proportion of attribute-based comments when forming images, but a greater proportion of global comments were elicited when subjects retrieved their store images from memory. Results also indicate that entry mood does have a relationship with whether an image will be positive or negative when formed, and that exit mood has a relationship with whether a positive or negative image is retrieved from memory.;It was found that happy/sad music treatments did not have statistically significant relationships with positive/negative moods, but subjects exposed to happy music did have a greater intention to shop than did those exposed to sad music. However, the perceptions of whether music heard was happy or sad were strongly related to positive or negative images.;Utilizing the methodology discussed in this study, particularly the use of a videotape stimulus, researchers should be able to more efficiently and accurately measure store image. This should enable retail managers to make more informed decisions about variables which influence image. This dissertation suggests that a consumer's mood is related to images formed, and that retail management must foster positive moods in customers. Happy/sad music perceptions are also shown to be one important controllable variable that can influence whether images formed and retrieved are positive or negative. |
