Multichannel shopping: The effect of decision making style on shopper journey configuration and satisfaction

• Published in: Journal of retailing and consumer services 2021-01, Vol.58, p.102286, Article 102286
• Main Authors: Harris, Patricia, Dall’Olmo Riley, Francesca, Hand, Chris
• Format: Article
• Language: English
• Subjects: Decision making style; Maximizing; Multichannel shopping; Shopper journey
• ISSN: 0969-6989; 1873-1384
• DOI: 10.1016/j.jretconser.2020.102286

Prior research demonstrates links between the maximizing tendency in decision making and online shopping behaviour, with maximizers spending considerable time on their online shopping yet being somewhat dissatisfied with their shopping decisions. Our research extends prior knowledge to the multichannel shopping context. Multichannel shopper journeys are an important form of shopping, whereby the activities comprising a shopping event occur in more than one channel. Our quantitative study examines relationships between two dimensions of maximizing, maximization as a strategy and maximization as a goal, multichannel shopper journey configuration and subsequent affect. Maximization as a strategy directly and positively relates to the numbers of channel switches and of pauses in a shopper journey and to the use of product and retailer reviews. It is indirectly associated with increased counterfactual thinking and regret, and with decreased satisfaction. Maximization as a goal has no effect on multichannel shopper journey configuration or on affect. Our findings have managerial relevance for multichannel retailers. We demonstrate that product and retailer reviews are of particular importance to those employing maximization as a shopping strategy, as they mitigate against their increased tendency to engage in counterfactual thinking. As counterfactual thinking leads maximizers to increased regret and decreased satisfaction, multichannel retailers can improve shopper satisfaction by actively directing their customers to reviews. Shoppers using maximization as a strategy could be helped to configure their shopper journeys with fewer channel switches and fewer pauses, as these provide maximizers with opportunities to doubt their decisions. •The decision making style known as maximizing affects multichannel shopper journey configuration.•Maximizing is multi-dimensional comprising maximization as a goal and maximization as a strategy.•Only maximization as a strategy affects shopper journey configuration; maximization as a goal has no effect.•Maximization as a strategy is directly associated with channel switches and pauses in a shopper journey.•Maximization as a strategy is indirectly associated with counterfactual thinking, regret and dissatisfaction.