The dimensionality of the convenience phenomenon: A qualitative reexamination

Empirical investigations that have adhered to a unidimensional, time-oriented conceptualization of convenience have often yielded weak findings. This research explains 1) the rationale for and 2) the results of a study that qualitatively reexamines the convenience phenomenon. Diary responses are used to develop and test a reconceptualization of convenience that includes temporal, spatial, and effort dimensions. The dimensions are shown to reliably elaborate upon the unidimensional conceptualization. Implications of the three-dimensional scheme are explained. Other managerial implications of the findings are delineated; among them, the study reveals that, contrary to popular wisdom, convenient products can be dissatisfying. This relates to instances in which the choice of a convenient product entails a tradeoff of environmental or nutritional concerns. Consequently, companies must strive to develop convenient products which do not force consumers to compromise environmental, nutritional, and other concerns.