La multiplicité des formats de magasin (Drive, hypermarchés, hard discounts, magasins de proximité) a conduit les chercheurs en marketing à s’intéresser aux facteurs qui influencent le choix d’un format de magasin donné par rapport à un autre, en étudiant l’influence des variables telles que l’assortiment, le prix, et les promotions. Plus récemment, les analystes se sont demandés si le contexte économique pouvait aussi affecter la préférence des ménages à l’égard des formats de magasin sans pour autant apporter une réponse convaincante. Pour contribuer à ce débat, important à l’heure où de nombreuses économies sont en crise, cette recherche s’intéresse à l’influence du moral des ménages sur le montant dépensé par visite à travers les différents formats. Une analyse des données de panel sur la période 2004–2013 et portant sur quatre formats de magasin montre que la variation (baisse, amélioration) du moral des ménages a des effets asymétriques et non linéaires sur le montant dépensé par visite et que cela dépend aussi du cycle économique (expansion, contraction).
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