Edited by Victoria Wells and Gordon Foxall
Chapter 5: Retail and Spatial Consumer Behaviour
Harry Timmermans 5.1 INTRODUCTION Most attention in marketing and consumer studies has been devoted to the topic of product and store choice. The aim of most of this research has been to formulate and test hypotheses about various aspects of consumer choice behaviour in a retailing/shopping context. In general, these hypotheses relate to psychological concepts such as shopping value (Carpenter, 2008; Seo and Lee, 2008; Jackson et al., 2011), loyalty (Bridson et al., 2008; DeMoulin and Zidda, 2008; Helgeson et al., 2010), trust (MacIntosh, 2009), shopping experience (Borges et al., 2010), self-congruence (Ekinci and Riley, 2003), frugality (Lastovicka et al., 1999; Bove et al., 2009), shopping trip value (e.g., Diep and Sweeney, 2008), store shopping mode (Kim and Kim, 2008), and store and mall atmospherics (e.g., Chebat et al., 2009; Dennis et al., 2010; Massicotte et al., 2011) which are deemed important in better understanding principles and mechanisms underlying consumer choice behaviour. In addition to this analytical research, there is a more limited tradition in marketing research of predicting consumer choice behaviour as a function of marketing measures. These studies go beyond the hypothesistesting studies in that their focus is not only on testing whether an assumed difference or relationship is statistically significant but also on establishing (and testing) the strength and nature of the assumed relationship. It is especially this feature that makes these studies appropriate for assessing the consequences of marketing measures on choice probabilities and market shares. While marketing studies have primarily focused at the product and...
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