Pavlov's dog goes shopping: interactionism vs. reactionism in store environments

We revise the dominant S-O-R model stressing the importance of subjective antecedents in the shopping experience, as shoppers' motives and task-definitions feed on expectations which, in turn, determine the "active" or "reactive" predisposition filtering environmental stimuli. We conceptualize shopping motives in terms of expected value from the shopping trip and examine related cognitive and affective expectations. We conclude that hedonic and utilitarian shopping motives predispose the individual to an active or reactive posture to the environment.