Testing Behavioral Hypotheses Using an Integrated Model of Grocery ...

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Testing Behavioral Hypotheses Using an Integrated Model of Grocery ...

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• Publié par: akajarym
• Nombre de lectures: 124
• Langue: English

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SAM K. HUI ERIC T. BRADLOW PETER S. FADER *

S alike. Researchers are particularly interested in better under-  sumer behavior. The second factor is the composition of the standing the factors that drive the dynamics of a consumer’s shopping basket . Khan and Dhar (2006) find “licensing” shopping trip. For instance, how does a consumer’s in-store  effects in consumer choice, where the purchase of “virtue” behavior evolve (i) as she spends more time in the store, (ii)  categories improves a consumer’s self-concept, which in as she buys certain types of products, and (iii) as she reacts  turn increases the likelihood of a “vice” purchase by pro- to the presence of other shoppers around her? The answers  viding the consumer a “license” to do so. The third factor to these questions may lead to important managerial impli-  is the presence of other shoppers . Argo, Dahl, and Man- cations regarding the design of retail space and product place-  chanda (2005) investigate how the “mere presence” of other ment, issues that are of key interest to practitioners.  sho arrell, Hutt, and Anderson Inthisarticle,westudythreesituationalfactorsthatbe- (198 p 0 p ) er fi s n c d an th a a f t fe p c e t rc c e o i n v s e u d m c e r r o s; w H dingreducesshoppingand havioral researchers have found to influence consumers’ in-  purchase intentions. store decision making. The first factor is time pressure . Dhar  exce t andNowlis(1999)studyhowchoice-deferraldecisions(i.e., con W d i u th ct th fi e el n d ot t a e b st l s e ofth p ei ionofArgoe s tal.(20 fo 0 r 5 e ), m w en h t o io a n ls e o d selectinga“nochoice”option)areinfluencedbytimepres- studiesweremainlycondu r ct h e y d po i t n he l s a e bo , ra t t h o e ry a settings.This article enhances the external validity of these behavioral the- *Sam K. Hui is assistant professor of marketing, Stern School of Busi- ories by providing a field test using data from an actual su- ness, New York University, New York, NY 10012 ([e-mail]). arke Eric T. Bradlow is K. P. Chao Professor, professor of marketing, statistics, p a e b r o m vethr t e . e W se e pa d r e a v t e e lo st p re o a u m r s h o y f p r o e t s h e e a s r e c s h b (t y im in e te p g r r e a s t s i u n r g e, th li e - and education, and co-director of the Wharton Interactive Media Initiative, censing, and social i fluence of other shoppers) and assess Wharton School, University of Pennsylvania, PA 19104 (ebradlow@ n wharton.upenn.edu). Peter S. Fader is Frances and Pei-Yuan Chia Professor, their empirical support using an individual-level probability professor of marketing, and co-director of the Wharton Interactive Media Initiative, Wharton School, University of Pennsylvania, PA 19104 n m a o m d i e c l. la W te e nt co v n a t r r i o a l bl f e o s r ( u P n a o r b k se a r n v d ed B h r e a t d e l r o o w gen 2 e 0 i 0 ty 5) us w i i n t g hin dy- a ([e-mail]). Direct correspondence to Sam K. Hui. The hierarchical Bayesian framework (Rossi, Allenby, and authors are grateful for the data and assistance provided by TNS-Sorensen and, in particular, for the feedback and encouragement from Herb Sorensen. McCulloch 2006). We then estimate our model using low 2009b S - John Deighton served as editor and Brian Ratchford served as associate e P n a s t e h n Tr 2 ac 0 k 0 e 3 r ),  w d h a i t c a h ( re H c u o i, rd F ( a u d s e i r n , g an R d ad B io rad FrequencyI ; den o ti r - editor for this article. fication) each shopper’s path throughou nd link it Electronically published April 8, 2009 totraditionalpoint-of-salescannerdata t f a or st t o h re e a itemspur- 478  2009 by JOURNAL OF CONSUMER RESEARCH, Inc. ● Vol. 36 ● October 2009 All rights reserved. 0093-5301/2009/3603-0011$10.00. DOI: 10.1086/599046

We examine three sets of established behavioral hypotheses about consumers’ in-store behavior using field data on grocery store shopping paths and purchases. Our results provide field evidence for the following empirical regularities. First, as consumers spend more time in the store, they become more purposeful—they are less likely to spend time on exploration and more likely to shop/buy. Second, consistent with “licensing” behavior, after purchasing virtue categories, consumers are more likely to shop at locations that carry vice categories. Third, the presence of other shoppers attracts consumers toward a store zone but reduces consumers’ tendency to shop there.

Testing Behavioral Hypotheses Using an IntegratedModelofGroceryStore ShoppingPathandPurchaseBehavior