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The purpose of this paper is to examine the effects of atmospherics and affective state on shoppers’ in-store behaviour using the two approaches in structural equation modelling (SEM), i.e. Frequentist and Bayesian approaches. Shoppers’ affective state was tested for its mediating effect on in-store shopping behaviour.

The final sample consists of 382 respondents who were drawn from shoppers at selected apparel stores in six of the most popular shopping malls around Kuala Lumpur (Malaysia). A frequentist approach to SEM is common among researchers and offers generally an analysis of the relationships between multiple latent variables and constructs. Alternatively, the Bayesian SEM (BSEM) approach stems from the diffusion of the model’s posterior distributions using the Markov Chain Monte Carlo technique. More specifically, this technique is inherently more flexible and substantive in determining parameter estimates as compared to the more conventional, the frequentist approach to SEM.

The results show the mixed effects of atmospheric cues in retail setting on shoppers’ affective state. More specifically, the positive direct effect of atmospheric cues (music) on in-store behaviour was confirmed while other atmospheric cues (colour and store layout) were found to be fully mediated by affective state. The Bayesian approach was able to offer more distinctive results complementing the frequentist approach.

Although the current sample size is adequate, it will be interesting to examine how a bigger sample size and different antecedents of in-store behaviour in retailing can affect the comparison between the frequentist approach in SEM and BSEM.

The authors found that a combination of well-designed store atmospherics and layout store can produce pleasurable effects on shoppers resulting in positive affective state. This study found that results from both frequentist and Bayesian approaches complement each other and it may be beneficial for future studies to utilise both approaches in SEM.

This paper met the aim to compare the approaches in SEM and the need to consider both approaches on in-store shopping environment. Overall, the authors contend that the Bayesian approach to SEM is a potentially viable alternative to frequentist SEM, especially when studies are conducted under dynamic conditions such as apparel retailing.

The extant literature highlights the significant role of brand perceptions in buying behavior and brand equity. Despite the importance of brand perceptions and the proliferation of online brands, research in an online context is still scarce. The purpose of this paper is to address this gap by investigating the effect of positive and negative comparative affective states (online vs offline) on online brand perceptions. Consistent with existing evidence, highlighting the role of culture on brand perceptions and affective states, this research is conducted in a cross-national setting to identify the stability of the hypothesized relationships among countries.

The study uses consumer survey data from five countries (UK, USA, Australia, Canada and China). After imposing metric and factor variance invariance, we used multi-group CFA to test the hypotheses regarding the impact of positive and negative comparative affective states on online brand perceptions across the five countries in the sample.

The results show that positive comparative affective states have a significant and positive impact on online brand perceptions across the countries studied, although the impact size varies by country. The findings also show that negative comparative affective states, which are context-specific and not induced by any particular brand, have no effect on online brand perceptions across the country samples.

Managers can use the findings reported in this research to inform their branding strategies. For instance, managers may focus on triggering feelings of comfort online as these lead to more favorable online brand perceptions rather than on supressing feelings of caution, as the latter do not directly impact online brand perceptions.

The study builds on and extends the recent work of Christodoulides et al. (2013) by focussing on online brand perceptions and looking into the role of affective states in a cross-national setting.

The purpose of this study is to collect data that allows researchers to capture both affective and cognitive buy-in influenced by both product and product strategy targets.

Analysis of 13 salesperson interviews followed the cluster and axial coding of grounded theory interview protocol.

This study finds two types of buy-in that are uniquely contingent on the target, and for which are influenced by both cognitive and affective states of being. Additionally, it finds that either affective or cognitive states of being can both drive and inhibit salesperson buy-in of either target. While the targets of buy-in appear to be mutually exclusive, the cognitive nature of disconfirming evidence appears to directly inhibit both targets of buy-in while also resulting in negative affect.

Further study that uncovers the causal role of an affective state inhibiting buy-in after the introduction of disconfirming evidence is warranted.

Managerial training and messaging approaches for achieving the two buy-in targets will likely differ or focus on only one type for efficient training.

This study is the first to examine the simultaneous effects of the two underlying states of cognition and affect on buy-in development. It is found that the two states can influence each other to stunt buy-in. The present study contributes to sales behavior literature by allowing the possibility of a sequence of states that stunt buy-in, positioning simultaneous examination is vital to the conceptualization of buy-in.

The role of affective states in consumer behaviour is well established. However, no study to date has examined online affective states empirically as a basis for constructing typologies of internet users and for assessing the invariance of clusters across national cultures. This paper aims to address this issue.

Four focus groups were carried out with internet users to adapt a set of affective states identified from the literature to the online environment. An online survey was then designed to collect data from internet users in four Western and four East Asian countries.

Based on a cluster analysis, six cross‐national market segments are identified and labelled “Positive Online Affectivists”, “Offline Affectivists”, “On/Off‐line Negative Affectivists”, “Online Affectivists”, “Indistinguishable Affectivists”, and “Negative Offline Affectivists”. The resulting clusters discriminate on the basis of national culture, gender, working status and perceptions towards online brands.

Marketers may use this typology to segment internet users in order to predict their perceptions towards online brands. Also, a standardised approach to e‐marketing is not recommended on the basis of affective state‐based segmentation.

This is the first study proposing affective state‐based typologies of internet users using comparable samples from four Western and four East Asian countries.

Affective states in learning have gained immense attention in education. The precise affective-states prediction can increase the learning gain by adapting targeted interventions that can adjust the changes in individual affective states of students. Several techniques are devised for predicting the affective states considering audio, video and biosensors. Still, the system that relies on analyzing audio and video cannot certify anonymity and is subjected to privacy problems.

A new strategy, termed rider squirrel search algorithm-based deep long short-term memory (RiderSSA-based deep LSTM) is devised for affective-state prediction. The deep LSTM training is done by the proposed RiderSSA. Here, RiderSSA-based deep LSTM effectively predicts the affective states like confusion, engagement, frustration, anger, happiness, disgust, boredom, surprise and so on. In addition, the learning styles are predicted based on the extracted features using rider neural network (RideNN), for which the Felder–Silverman learning-style model (FSLSM) is considered. Here, the RideNN classifies the learners. Finally, the course ID, student ID, affective state, learning style, exam score and course completion are taken as output data to determine the correlative study.

The proposed RiderSSA-based deep LSTM provided enhanced efficiency with elevated accuracy of 0.962 and the highest correlation of 0.406.

The proposed method based on affective prediction obtained maximal accuracy and the highest correlation. Thus, the method can be applied to the course recommendation system based on affect prediction.

This paper aims to present the results of a study whose general objective is to characterize the affective states experienced in response to different teaching activities used in a workshop for developing entrepreneurial skills. It seeks to answer the following question: how affections and experiential learning strategies interrelate in the development of entrepreneurial skills?

The study included 126 people enrolled in EMPRETEC, a nine‐day course with a behavioral and experiential approach which aims to develop entrepreneurs' behavioral aspects. The affective states experienced by the participants were assessed on 13 moments during the workshop using the time‐sampling method.

The results suggest that the structure of the course favored the predominance of affective states such as joy, excitement, pleasure, and pride (categorized as affective states indicating motivation). Activities similar to real situations (as opposed to fictitious ones) generate greater emotional impact. It was also found that indirect learning activities (less similar to real situations) and interactive (team) activities are associated with lower levels of anxiety.

Being an exploratory study on a particular case, these results cannot be generalized, suggesting the need for further in‐depth studies.

These results are an important guide for instructional planning in contemporary society that values the use of teaching methods that are experiential, collaborative, and encourage learner autonomy.

This paper offers to extend the discussion about emotions in the workplace and specifically their relationship to learning, a subject still little explored in recent literature.

Despite manager’s investments in facilitating knowledge sharing, such as hiring employees with lots of knowledge, knowledge hiding remains prevalent in organizations. It may stem from that less attention has been paid to the relationship between perceived overqualification and knowledge hiding. Drawing on emotion theory, this study aims to build a mediation framework to examine effects of perceived overqualification on knowledge hiding via negative emotion state and moderating role of team positive affective tone.

The paper uses a two-wave survey study among 398 knowledge workers from 106 teams in knowledge-intensive industries and tests the hypotheses by performing a series of hierarchical linear modeling analyzes.

The results show that a negative emotion state mediates the U-shaped relationship between employees’ perceived overqualification and knowledge hiding behavior. Team positive affective tone moderates the U-shaped relationship between negative emotions and employees’ knowledge hiding behavior.

This study extends current knowledge management literature by introducing perceived overqualification as an individual predictor of employees’ knowledge hiding behavior and revealing the both light and dark sides of perceived overqualification on knowledge hiding, as well as its intervening mechanism. The research findings help practitioners to curb such counterproductive behaviors.

This paper aims to analyze how a biophilic atmosphere inspired by nature influences customers’ affective states and intention to visit shopping centers, and to empirically test how affective states affect and mediate the relationship between the nature-based atmosphere and behavior or intention to visit.

Four hypotheses are examined empirically through a model of structural equations using control variables. A survey of 403 consumers distributed in 24 large shopping centers was used.

The findings indicate the influence of the biophilic atmosphere on affective states and the intention to visit. Also, it is shown that affective states mediate in this relationship and effect.

The research suggests that shopping centers are potentially places to take advantage of people’s natural predisposition. Thus, they can combine biophilic architecture and atmosphere with other more traditional factors of attraction to increase the likelihood of visiting. A biophilic atmosphere can improve the attraction capacity within a highly competitive environment, where design and management of space is a topic of special value.

By incorporating the perception of the biophilic atmosphere in consumer evaluations when visiting shopping centers, this research has shown its influence on visiting intentions through affective states. The research proposes an alternative model that can increase and stimulate the attraction of demand and loyalty, as well as strengthening new paths in the field of retail and services marketing.

This paper seeks to identify the changes in cognition associated with becoming information‐literate, specifically, in relation to the evaluation of information. Additionally, it puts forward a model for a teaching and learning intervention that engages the learner and leads to higher order information literacy (IL) thinking. From a theoretical perspective the research integrates ideas from the fields of IL, teaching and learning, e‐learning and information behaviour (IB).

Three interventions were designed to develop the information literacies of first‐year undergraduates studying Sport and Exercise at Staffordshire University, to teach and test IL. Interventions took a blended approach and combined face‐to‐face and online social network learning (OSNL) – also referred to as social media learning (SML) – and focused on one aspect of information literacy: the ability to evaluate source material. Data were captured via interviews, focus groups and from the online discussion that was analysed thematically and categorised using task, behaviour, cognitive states, affective states, cognitive states and knowledge. This helped to evaluate the efficacy of the interventions and provided data for further analysis. This paper focuses on the cognitive data and their transitions during the interventions and, in particular, among those respondents who experienced OSNL.

The changing cognitive states, associated with IL learning were modelled and made evident key cognitive states and transitions. This is represented in the paper in diagrammatic and mathematical notation. The findings indicate the complexity of the information behaviours associated with IL including the cognitive, behavioural, cognitive and affective elements. Although the cognitive transitions are the focus of this paper, an insight is also given into an IL intervention that fosters the capability to interact critically and reflectively with information. The pedagogy that underpins these changes is indicated. The intervention, which incorporated OSNL, proved the most successful.

Undergraduate students' IB can be changed and IL developed. Additional long‐term data would have indicated whether this intervention had a lasting impact on the undergraduates.

IL practitioners should consider incorporating OSNL and assessment in their interventions. Incorporating discussion, reflection and peer‐to‐peer assessment is likely to lead to deeper learning when teaching IL.

The research adds detail to the understanding of the cognitive, behavioural, affective and cognitive states associated with IL and makes explicit how these may change, as the learner becomes information‐literate.

The purpose of this paper is to investigate the relationships between auditors' organisational commitment, role tension and affective states at work.

The paper is based on a questionnaire survey of 150 Big Four auditors and a two‐step longitudinal design.

The results show that auditors experience both significant positive (such as pride) and negative (such as irritability) workplace affect. Moreover, organisational commitment is correlated with auditors' experiencing more frequent positive affect at work, while role conflict is correlated with experiencing more frequent negative affect.

Affect was not measured in real time, but through self‐reports. Future research could study how and under what conditions auditors experience positive and negative emotions.

This is one of the few studies that has sought to research the affective dimension of audit work.