The Saudi confidence process towards a store within objective and sensual antecedents

Marketers have always been struggling for ways to heighten the consumers' confidence. The present study extends this perspective through an analysis of the confidence process occurring in a sales point. It hence aims at examining the effects of both emotions and hedonic constructs on confidence within the mediating role of implication. The conceptual model of this research integrates pleasure, activation, hedonic value and utilitarian value, and estimates the role of the mediator's involvement in the confidence process. A quantifiable survey involving 300 respondents from the Valley Mall in Saudi Arabia has been conducted to test the different hypotheses. Results have indicated that the Saudi consumer expresses confidence to the store through his immersion of atmospheric factors. Therefore, marketers should concentrate on emotions and implication as well as on objective effects in the store. Academicians, on their part, can extend the scope of this research by integrating other socio-psychological factors.