Research on smart shopper feelings: An extension

Drawing from Weiner's (1985) attributional theory, this study extends the research on smart shopper feelings by testing (1) the relationships involving all causal dimensions of attributions and (2) affective consequences as mediating the relationships between causal dimensions of attributions and behavioral consequences. The results reveal that consumers feel happier when they attribute a price discount's cause to an unstable reason and feel more appreciative if they think that sellers have control over discounts, and happiness completely mediates the relationship between internal locus and consumers' behavioral responses. This research has specific theoretical and practical implications in the context of smart shopper feelings.