Shopping context and consumers’ mental representation of complex shopping trip decision problems

Depending on the shopping context, consumers may develop different mental representations of complex shopping trip decision problems to help them interpret the decision situation that they face and evaluate alternative courses of action. To investigate these mental representations and how they vary...

Full description

Saved in:
Bibliographic Details
Published in:Journal of retailing 2008-06, Vol.84 (2), p.219-232
Main Authors: Dellaert, Benedict G.C., Arentze, Theo A., Timmermans, Harry J.P.
Format: Article
Language:English
Subjects:
Consumer attitudes
Consumer behavior
Consumer choice
Consumers
Decision making
Hypotheses
Mental representation
Opening hours
Retailing industry
Shopping
Shopping context
Studies
Citations: Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Depending on the shopping context, consumers may develop different mental representations of complex shopping trip decision problems to help them interpret the decision situation that they face and evaluate alternative courses of action. To investigate these mental representations and how they vary across contexts, the authors propose a causal network structure that allows for a formal representation of how context-specific benefits requirements affect consumers’ evaluation of decision alternative attributes. They empirically test hypotheses derived from the framework, using data on consumers’ mental representations of a complex shopping trip decision problem across four shopping contexts that differ in terms of opening hour restrictions and shopping purpose, and find support for the proposed structure and hypotheses.
ISSN:0022-4359
1873-3271
DOI:10.1016/j.jretai.2008.02.001