Does snobbish service generate better sales? The case of luxury goods

The objective of this study is to explore whether a “bad” service encounter triggers a consumer's impulse purchase in a luxury goods store in an Asian emerging market. A 2 (service encounter: favorable vs. snobbish) × 2 (shopping companion: alone vs. with a close friend) between‐group factorial design was employed with 160 female consumers in an Asian emerging market to examine the antecedents of both the urge to save social identity and the impulse purchase of luxury goods. The results show that consumers in an Asian emerging market can be triggered to make an impulse purchase of a luxury good, not because they received excellent service in the store but because they encountered snobbish service, especially when shopping with a close friend. Research implications and limitations are also discussed.     

Critical factors in consumer supermarket shopping behaviour: a neural network approach

This paper studies UK supermarket shopping behaviour, by analysing the antecedent variables of three critical factors: overall levels of customer satisfaction, number of trips to the supermarket, and amount spent. A neural network approach predicts these factors using ten input variables and three hidden nodes. Results show that the most satisfied and high‐spending customers tend to be those who have the income to take full advantage of the choice and quality offered. Other customers are more concerned with prices being reasonable and discounts available, but the satisfaction of these shoppers is also linked with store atmosphere. Copyright © 2001 Henry Stewart Publications.     

Entertainment events in shopping malls—profiling passive and active participation behaviors

This paper presents an empirical framework for operationalizing passive versus active participation in the context of shopping mall entertainment events (e.g., school holiday events and fashion shows) and assesses the framework's utility for segmenting and profiling shopping mall entertainment audiences. Exploratory factor analysis of data collected at shopping mall events revealed two distinct dimensions, “relax and be entertained” and “socialize and explore,” reflecting passive and active participation, respectively. From nine activities operationalizing passive versus active participation, two distinct audience segments reporting different levels of immediate and future shopping behaviors were identified. The “engage me” segment (active‐dominant audience) was more likely to stay longer at the mall, purchase food and nonfood items, share the event experience with others, and attend similar entertainment events in the future than the “entertain me” segment (passive‐dominant audience). The activities operationalizing passive versus active participation were tested with 280 participants at two family‐oriented shopping mall entertainment events. This paper extends the knowledge in the retail event marketing literature whereby it confirms passive versus active participation levels at retailing events, and verifies that passive and active participation levels can be measured and differentiated operationally. The findings provide insights on the utility of shopper participation level as a meaningful segmentation variable, pertinent to both the marketing and management of shopper experiences within a retailing entertainment event. Managerial implications and limitations of this paper are discussed. Copyright © 2014 John Wiley & Sons, Ltd.     

Consumer Evaluation of Low Price Guarantees: The Moderating Role of Reference Price and Store Image

This article reports the findings of 2 studies that examined the effects of low price guarantees (LPG) in retail advertisements within the framework of signaling theory. Overall, an LPG in an ad resulted in higher value perceptions and shopping intentions. Findings also suggest that the effect of an LPG is likely to be moderated by other price cues such as reference prices and by the price image of the store. An LPG resulted in higher value perception and shopping intention when reference prices were low or absent, but lowered search intention in the presence of a high reference price. Additional findings suggest that intention to search for a better price was lower, particularly when an LPG was offered by a low price image store. For high price image stores, an LPG increased value perceptions and shopping intentions, while also increasing search intentions, indicating the possibility that LPGs can act as a double‐edged sword in certain instances. Managerial and public policy implications are also noted.     

The impact of emotions on shopping behavior during epidemic. What a business can do to protect customers

The study investigated how the perception of in‐shop COVID‐19 contraction influences emotions in decision‐making and how they further effect actions undertaken by consumers to control the situation within a store. Structural equation modeling was used to study the relationship between the risk of in‐store infection, emotions and in‐shop behavior, based on data retrieved from 914 questionnaires. Results showed, that the perceived risk of becoming infected in a store causes an increase in arousal and, at the same time, a decrease in perceived pleasure during shopping. The rise in arousal led to an increase in consumers taking actions to decrease their risk of contagion, while an increase in noticeable pleasure lowered interest of following recommendations for pandemic behavior. The findings imply that through changes regarding in‐store atmosphere, stationary shops can provide consumers with a sense of urgency and awareness of infection risk so that they may do their shopping more efficiently.     

Capturing the multiple facets of mall experience: Developing and validating a scale

Many constructs have been tied to the customer experience in shopping malls, including hedonic shopping motivations, activities, excitement, and emotional and cognitive reactions. Yet the literature has not addressed the notion of the mall experience as a construct in and of itself. The current research aim is to conceptualize the mall experience through the development and validation of a measurement scale. We present a four‐stage process of scale development and validation, based on three studies with four separate samples of mall shoppers, in which the final stage employs the scale to predict mall equity and loyalty. The suggested scale offers a quantitative measurement of four different mall experiences—seductive, functional, social recreation, and social scene—which differ in their components. This work extends theory in understanding, conceptualizing, and measuring the customer experience in the retail space. On the practical level, the developed scale can serve as a means for planning a mall's marketing mix and launching marketing campaigns in order to attract various groups of customers. Copyright © 2015 John Wiley & Sons, Ltd.     

Rats and bunnies: core kids in an American mall

Although adolescents use shopping malls as important places of congregation, very little attention has been paid to this phenomenon by social scientists. This paper reports on a qualitative, interview-based study of adolescents in a New England shopping mall. Regular, day-to-day frequenters (N = 23) were identified and interviewed extensively over a six-week period in 1988. These "core kids" exhibited a good deal of alienation from both family and school, and used the mall as a neutral ground on which to create a fragile but mutually supportive community of kind.     

Human crowding and store messiness: Drivers of retail shopper confusion and behavioral intentions

With today's cut‐throat competition, brick and mortar retailers are engaging in various in‐store elements like ambience, visual design, and social factors to entice consumers. However, these environmental stimuli if not used properly can lead to retail shopper confusion that can negatively influence shopper behavioral intentions. Drawing on the theoretical argument that information overload facilitates retail shopper confusion, two experimental studies are conducted. The findings of both studies suggest a main effect of human crowding and store messiness for each dimension of retail shopper confusion—irritation, inefficiency, and helplessness. Mediating role of retail shopper confusion between human crowding, store messiness, and shopping behavioral intentions is also examined. Interactive impact of human crowding and store messiness suggests store messiness to be more problematic. The moderating role of shopping motivations (task vs. recreational) is also examined that suggests the negative effect of retail shopper confusion for consumers pursuing recreational shopping motivations. These findings across the two studies offer a new perspective that recommend the importance of organized retail store environments. Theoretical and practical implications are discussed.     

An ecological analysis of children's behaviour in supermarkets

Many parents report that shopping trips with children can be an exhausting and harassing experience. However the ecological features of supermarkets that contribute to disruptive behaviour have not been clearly delineated. A pilot study sought the views of 100 parents and 40 store personnel on the nature of difficulties parents experienced with children on trips to the supermarket. Subjects were drawn from staff and shoppers in each of four urban supermarkets. Results from a structured interview showed that many parents either experienced problems with their own children (62%) or believed that other parents experienced child management problems (99%). Both parents and store personnel considered demandingand screaming to be the most frequently encountered problem, and over half the parents considered that toy departments were the most disruptive areas. A second study comprised an observational analysis of children's behaviour in three supermarkets. This study examined whether different areas of the store were associated with differing levels of disruptive behaviour and product disturbance in children. The study also examined the effects of the presence of store personnel, time of day and socio-economic status on levels of store disruption. Systematic observations of the behaviour of children, parents and store personnel were conducted in each of three observation zones, during the morning and afternoon, in each store. Results showed that highest levels of disruption occurred in areas where attractive merchandise (e.g. toys) were on display, confirming parents impressions and during afternoon shopping trips. The effects of socio-economic status and the presence of store personnel were non significant. The implications of the results for treatment research aiming to develop advice packages for parents for use in community settings are discussed.     

Effects of time of day on shopping behavior.

Shoppers interviewed in a shopping mall at different times of the day show different activities within the mall and attitudes toward the products. Prices also vary with the time of the day. These results can be explained in terms of shopping values and the related demographic characteristics of the population visiting the shopping center at different times of the day.     

"Say it...near the flower shop": further evidence of the effect of flowers on mating

For millennia, flowers have been used to convey romance. In this study, 18-25-year-old women (N = 600) walking alone in a shopping mall were approached by an attractive 20-year-old male-confederate who solicited them for their phone number. The women were solicited as they were walking in the area of a flower shop, a cake shop, or a women's shoes shop. It was found that women agreed more favorably to the confederate's courtship solicitation when solicited in the area of the flower shop. Positive mood induced by exposure to flowers was used to explain these results.     

Construction of gender roles in perceived scarce environments – Maintaining masculinity when shopping for fast fashion apparel

Gender refers to ways men and women socialize into the male and female roles that are commonly attributed to them. These roles are continuously (re)constructed within and through our daily activities. Prior literature suggests a need for more research in investigating how men and women construct their identity in various exchange situations and in various cultural settings. This paper explores the situational construction of male and female identities (especially the male one) when shopping for fashion products in environments with strategically created scarcity. The findings of this study suggest that, when shopping for fashion products in scarce environments, men and women tend to exhibit gendered behaviors that are considered more consistent with their traditional gender norms. We find that men, although concerned about their appearance, adhere to urgent buying behavior. This behavior helps men maintain some of their traditional masculine identity. In addition, they do not participate as frequently in the in‐store hoarding and in‐store hiding that are more frequently exhibited by women and that are more consistent with a feminine identity. Copyright © 2015 John Wiley & Sons, Ltd.     

Going shopping and identifying landmarks: does collaboration improve older people's memory?

Older participants (mean age = 72.82 years) attempted to recall items from shopping lists while shopping in a supermarket and subsequently in their homes on recognition tests. They also attempted to identify local landmarks on a map. The recall occurred either together with their spouses or independently. Collaborative recall was compared to the pooled, nonredundant recall of spouses who completed the memory tasks alone (nominal groups). Nominal groups produced more hits on most measures and never fewer hits than did collaborative groups. However, collaborative groups consistently generated fewer memory errors than did nominal groups. In many everyday contexts, a tendency for collaboration to reduce false recall could be advantageous to older people. Signal detection analyses revealed that collaboration leads couples to require a higher level of certainty before they are willing to claim that they recognize an item. Finally, we examined the relation between expertise and recall in the shopping and landmark tasks. Copyright © 2004 John Wiley & Sons, Ltd.     

Creating cluster‐specific purchase profiles from point‐of‐sale scanner data and geodemographic clusters: improving category management at a major US grocery chain

In the retail grocery industry, category management is the process of managing categories of products for greater profitability and customer value. Category management is a data‐driven process and, as a result, can benefit from point‐of‐sale (POS) scanner data. This paper describes the results of a one‐year project that shows how to use POS scanner data and geodemographic clusters to improve the practice of category management at Price Chopper, a large US grocery chain. The paper demonstrates how to merge POS scanner data with geodemographic clusters to create detailed purchase profiles that provide valuable information to category managers. It also discusses the trials and tribulations of using scanner data and provides several findings as implications (eg store‐specific promotions should be more effective than chain‐wide promotions for stores servicing a small number of geodemographic clusters with distinct shopping profiles) that supermarket managers can immediately use to improve existing promotional strategies. The paper's contents should be relevant to academicians and practitioners interested in improving the practice of category management in the UK, USA, Western Europe and Australia. Copyright © 2004 Henry Stewart Publications.     

The Use of Cues Depends on Goals: Store Reputation Affects Product Judgments When Social Identity Goals Are Salient

The role that a given cue plays in consumer judgments depends on the motive that is salient for the consumer. We focus on store reputation as a cue whose utilization can depend on salient goals. Research has suggested that store reputation does not influence product judgments when brand and price information are available. In 3 experiments, however, we show that when social identity goals are salient or are perceived as relevant to the product, store reputation (because it conveys image‐relevant information) is used in evaluations of product quality. Specifically, store reputation has an impact on product judgments when either (a) consumers’ social‐image goals are directly heightened or (b) an interdependent self‐construal, characterized by a greater concern with social identity, is salient. The role of product type in moderating these effects is also examined.     

Effects of employment status and marital status on perceptions of mothers

Forty-eight female and 48 male adults at a shopping mall evaluated a briefly depicted adult female stimulus person on 24 7-point bipolar scales that described personality traits and professional performance characteristics. Each subject rated one of four mothers of a young child. The mother was portrayed as either employed or nonemployed, and as either divorced or married. Employed mothers were perceived as more professionally competent but as less dedicated to their families than were nonemployed mothers. Married mothers were rated as more nurturant and as better adjusted than divorced mothers.Portions of this paper were presented at the meeting of the American Psychological Association, Atlanta, Georgia, August 1988.     

Effects of participants' sex and targets' perceived need on supermarket helping behavior

A field experiment was focused on whether participants' sex and targets' perceived need influenced helping behavior. Confederates approached 332 (166 women, 166 men) same-sex participants in a supermarket and asked for 25 cents to help purchase one of three randomly assigned food items: milk which was defined as a high-need item, frozen cookie dough which served as a low-need item, or alcohol, which was a low-need item with negative social connotations. The dependent variable was whether a participant provided help. Participants' sex was not associated with helping behavior as equal proportions of men and women provided assistance to the confederate; however, perceived need strongly influenced whether the confederate received help. Specifically, the high-need item produced more helping behavior than did either of the low-need items, and the socially acceptable low-need item of cookie dough produced more helping behavior than the socially unacceptable low-need item of alcohol. This may be interpreted as showing that what one buys and how deserving of help one appears to be influence whether one is helped by others.     

Toward a Sustainable Society: Waste Minimization Through Environmentally Conscious Consuming1

The experiment was an educational intervention that promoted and described an ongoing environmental tagging program located in a chain of three local grocery stores. Model Community, a nonprofit community organization, originated the environmental product tagging program that was present throughout the experimental educational intervention and was also responsible for sponsoring educational efforts in the local elementary schools and in the media. Over the period of a year, the experimental intervention was expected to stimulate self-reported environmentally conscious consuming above the level generated by the tagging program alone and above the levels reported by shoppers who did not shop at the experimental stores. Environmentally conscious consuming or precycling implies buying products packaged in recyclable materials, buying least waste packaged (bulk or minimally packaged) products, and buying “safer earth” (nontoxic or alternatives to harsh chemicals) products. Contrary to expectations, there was no significant interaction effect of year (preintervention vs. postintervention) and group (experimental store vs. control group) on self-reported environmentally friendly consuming, implying that the experimental educational intervention did not have an effect. An investigation of the significant main effect of shopping at the environmentally tagged stores showed a significant positive effect on purchasing less toxic products, knowledge about Model Community, and awareness of the environmental tagging program. An examination of more aggressive educational campaigns in future studies is warranted because of more overall positive (although not significant) environmental shopping behaviors reported in 1990, when there was an active education program for Model Community, than in 1991, when the program ceased.     

Gender,economic context,perceptions of safety,and quality of life: a case study of Lowell,Massachusetts (U.S.A.), 1982-96

From 1982 through 1996, 840 structured interviews about urban quality of life (QOL) were conducted with residents of Lowell, Massachusetts, by graduate students in a seminar about the city. Perceptions of safety and general QOL were analyzed by social status (gender) and social contexts (economic and historic) using multivariate and univariate ANOVAS. Main effects were obtained for gender, area income, and time. Subsequent analyses revealed that men felt safer than did women at night in neighborhoods and downtown, and that residents of lower income areas perceived both neighborhood QOL and safety more negatively than residents of higher income areas did. Small effects were found for downtown safety by area income in the opposite direction. Differences over time for downtown safety and city QOL (but not for neighborhood) suggest that the early and mid-1980s were viewed somewhat more favorably than the 1990s, with some improvement in the most recent period. Results suggest that economic context and time were related to perceived safety and QOL, though in different ways, whereas gender was related to perceived safety but not to QOL. Respondents' comments and community psychology principles are used to elaborate on and suggest interpretations for quantitative results.