Customers’ cognitive and affective responses evoked during shopping are closely linked to their attitude toward a brand (Kim, Park, Lee & Choi, 2016). Furthermore, personal traits have been known as important moderators. Studies on the antecedents of customer attitude have focused on the main effects of specific predictors and are yet to examine the combined effect of cognitive and affective responses during shopping and personal traits (Fiore & Kim, 2007). Using complexity theory, this study intends to fill this gap in the research, particularly in the luxury fashion retail context. Employing fuzzy-set qualitative comparative analysis (fsQCA), this study offers 6 combination patterns of cognitive responses, affective responses, and personal traits leading to positive brand attitude. The results reveals three major findings. First, to shape a customer’s positive attitude toward a luxury brand, managing cognitive responses is more important than managing affective responses. Second, results show that avoiding negative feelings is more important than evoking positive feelings. Third, the combinations that lead to positive attitudes differ by the level of brand familiarity. This study contributes to the S-O-R literature by demonstrating the intertwined relationship between components of the organism (O) (i.e., cognition and emotion). The identified configurations can help luxury retail managers recognize patterns of influential factors on customer attitudes and better design retail experiences.

• Sunmee Choi(School of Business, Yonsei University, Republic of Korea)
• Sooyun Kim(School of Business, Yonsei University, Republic of Korea)