Index of Paper Presentations for the Parallel Sessions - Academy of ...

model integrates components of both the hedonic experience related consciousness-emotion-value (CEV) model andthe utilitarian experience related cognition-affect-behaviour model (CAB) to explain consumer shopping. Pradeep(2010) proposed a shopping experience framework which includes dimensions such as information, environment,entertainment, education, simplicity, self worth, and community.Based on the review of literature, discussion with experts and observation, Retail Customer Experience is defined as―the sum total of cognitive, emotional, sensorial, and behavioural responses produced during the entire buyingprocess, involving an integrated series of interaction with people, objects, processes and environment in retailing.‖Dimensions of Retail Customer ExperienceExperiential outcomes have largely been explained as a combination of cognitive, emotional, behavioural andsensorial responses by the customer, however, hedonic and emotional benefits have been reported to play a moredominant role in shaping customers‘ experiences. In a study dealing with measuring emotional dimensions ofshopping experiences, using the scales of Mehrabian-Russel (1974), Izard (1977) and Plutchik (1980), it is reportedthat positive emotions are strongly association with the shopping outcomes (Machleit and Eroglu, 2000). The studieson customer experience and retailing clearly establish that shopping experience results into pleasurable outcomeswhich can be described in four dimensions: Joy, Mood, Leisure, and Distinctive.Joy: Shopping has been attributed as a joyful retail experience (Jin and Sternquist, 2004). Earlier studies haveemphasised on the feelings of pleasure derived during shopping process. Fun and pleasure dimensions ofentertaining shopping experiences are representation of joy of shopping (Holbrook and Hirschman, 1982; Jones,1999). Pine and Gilmore (1998) have also described the experience consisting of engaging, involving andentertaining dimension based on active or passive participation and connection of the customer in the entire process.Customers get engaged in the experiential process in a cognitive, emotional and behavioural manner (Brodie et al.,2010). They also find themselves in a state of enjoyment while shopping (Hart et al., 2007). The search ofstimulation has been referred as fundamental in shopper‘s behaviour. Consumers express strong tendencies ofapproach and avoidance behaviour while shopping (Patwardhan and Balasubramanian, 2011). Customers derive