![]() ![]() Consumer self-regulation in a retail environment. Upper Saddle River, NJ: Pearson.Īrnold, M. International Journal of Research in Marketing, 12(1), 67–80.Īrmstrong, G., & Kotler, P. The effects of in-store displays and feature advertising on consideration sets. Managerial and Decision Economics, 11(2), 111–121.Īllenby, G. Unplanned buying and in-store stimuli in supermarkets. Implications of these findings are discussed.Ībratt, R., & Goodey, S. Additionally we observe a moderating effect of co-shopper influences on these two routes. Hedonic shopping motivation is found to induce consumer impulsiveness (psychological route) while also encouraging shoppers to stay longer in a store (behavioral route), which when combined result in greater consumer purchases than either route alone. Our results empirically reveal how, through both psychological and behavioral routes, hedonic shopper motivation affects purchases in a utilitarian shopping environment, specifically a section of a superstore selling predominantly utilitarian products. Combining a field survey (Study 1) with observation using video ethnography (Study 2), our research addresses this issue. Much prior literature has focused on how hedonic shopping motivation operates in hedonic shopping environments such as shopping malls, but few empirical studies have assessed hedonic shopping motivation effects in utilitarian shopping environments. ![]()
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