"It's a crazy myth that wetness = arousal and non-wetness = non-arousal, and one that women have been shamed into believing for way too long," the statement said.
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A moderator is any variable with the potential to change the relationship between a dependent and independent variable. Moderating variables describe what effects will hold in certain conditions. A mediator is an intervening variable that helps to explain the relationship between two variables.University of Wisconsin, Psychology Department, "Mediator vs Moderator" In the servicescape model, a moderator is anything that increases the standard stimulus-response states of pleasure-displeasure, arousal-non-arousal or dominance-submissiveness while the response behaviour is mediated by internal responses including the cognitive, emotional and physiological responses.
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In the servicescape model, a moderator is anything that changes the standard stimulus-response emotional states of pleasure-displeasure, arousal-non- arousal or dominance-submissiveness while the mediator explains the response behaviour, typically in terms of internal responses (cognitive, emotional and physiological responses).Hoffman, K.D. and Bateson, J.E. G., Services Marketing: Concepts, Strategies, & Cases, Cengage, 2017, p. 215 The consumer's response to an environment depends, at least in part, on situational factors such as the purpose or reason for being in the environment.Bitner, M.J., "Servicescapes: The Impact of Physical Surroundings on Customers and Employees," Journal of Marketing, vol.
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Ridgway, Dawson and Bloch (1990) "Pleasure and Arousal in the Marketplace: Interpersonal differences in approach-avoidance responses," Marketing Letters, vol 1, no 2, pp139-47 :Pleasure–displeasure refers to the emotional state reflecting the degree to which consumers and employees are satisfied with the service experience. :Arousal–non-arousal refers to the emotional state that reflects the degree to which consumers and employees feel excited and stimulated. :Dominance–submissiveness refers to the emotional state that reflects the degree to which consumers and employees feel in control and able to act freely within the service environment. Environments that are simple and well-organised are said to be 'low load'.
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Ridgway, Dawson and Bloch (1990) "Pleasure and Arousal in the Marketplace: Interpersonal differences in approach-avoidance responses," Marketing Letters, vol 1, no 2, pp 139-47 :Pleasure–displeasure refers to the emotional state reflecting the degree to which consumers and employees are satisfied with the service experience. :Arousal–non-arousal refers to the emotional state that reflects the degree to which consumers and employees feel excited and stimulated. :Dominance–submissiveness refers to the emotional state that reflects the degree to which consumers and employees feel in control and able to act freely within the service environment. Crowded, disorganised, unpredictable environments are said to be high load.
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Criticism of the theory has come from attempted replications of the Schachter and Singer (1962) study. Marshall and Zimbardo (1979, and Marshall 1976) tried to replicate the Schachter and Singer’s euphoria conditions. Just as Schachter and Singer did, the subjects were injected with epinephrine or a placebo, except the administrator told the subjects that they will be experiencing non-arousal symptoms. Then the subjects were put into four different conditions: subjects injected epinephrine and were exposed to a neutral confederate, another in which they received the placebo and were told to expect arousal symptoms, and two conditions in which the dosage of epinephrine was determined by body weight rather than being fixed.
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