- Log In/Sign Up
- P-ISSN2765-6934
- E-ISSN2765-7027
- KCI
ISSN : 2765-6934
The Effects of Store Environment on Shopping Behavior: The Role of Consumer Idiocentrism and Allocentrism
Audra Bringhurst (Texas Christian University)
Abstract
Purpose – The purpose of this research is to identify how idiocentric consumers and allocentric consumers respond to retail store environments and how such responses affect their consumer behaviors in a sustainable consumption setting. Method – Data were collected from 422 U.S. adult consumers via a web-based survey. Two store settings were created, perceptually related (eco-friendly clothing displayed with greenery)or perceptually-unrelated (eco-friendly clothing displayed without greenery), and consumers were asked to take the survey based on the given store setting. Results – Allocentric consumers perceived a product and its display environment were related whereas idiocentric consumers perceived the two were unrelated. Also, the former exhibited higher purchase intentions when the product and store environment were related (eco-friendly clothing displayed with greenery), but the latter did when the two were unrelated (eco-friendly clothing displayed without greenery). Conclusions – This research suggests that retailers should consider consumer self-concept at personal-level when implementing marketing strategies. This research also demonstrates that consumers are influenced by store environment in relation to their self-concept and that self-concept can be temporarily modified by various stimuli such as visual displays.
- keywords
- Idiocentrism, Allocentrism, Store Environment, Ecofriendly Clothing
Reference
Berger, Jonah, & Fitzsimons, Gráinne (2008). Dogs on the street, pumas on your feet: How cues in the environment influence product evaluation and choice. Journal of Marketing Research, 45(1), 1-14.
Dutta-Bergman, Mohan, & Wells, William (2002). The values and lifestyles of idiocentrics and allocentrics in an individualist culture: A descriptive approach. Journal of Consumer Psychology, 12(3), 231-242.
Hofstede, Geert (1980). Culture’s Consequences: International Differences in Work-related Values. Beverly Hills, CA:Sage Publications.
Hofstede, Geert, & Bond, Michael (1984). Hofstede’s cultural dimensions:An independent validation using Rokeach’s value survey. Journal of Cross-Cultural Psychology, 15, 417-433. Joye, Yannick, Willems, Kim, Brengman, Malaika, & Wolf,
Kathleen (2010). The effects of urban retail greenery on consumer experience: Reviewing the evidence from a restorative perspective. Urban Forestry & Urban Greening, 9(1), 57-64.
Ko, Hanjun, Cho, Chang-Hoan, & Roberts, Marilyn (2005). Internet uses and gratifications: A structural equation model of interactive advertising. Journal of Advertising, 34, 57-70.
Koch, Bradely, & Koch, Pamela (2007). Collectivism, individualism, and outgroup cooperation in a segmented China. Asia Pacific Journal of Management, 24(2), 207-225.
Leo, Cheryl, Bennett, Rebekah, & Härtel, Charmine (2005). Cross-cultural differences in consumer decision-making styles. Cross Cultural Management: An International Journal, 12(3), 32-62.
Markus, Hazel, & Kitayama, Shinobu (1991). Culture and self:Implications for cognition, emotion and motivation. Psychological Review, 98, 224-253.
Mehta, Neha, & Chugan, Pawan (2014). Impact of visual merchandising on consumer behavior: A study of furniture outlets. Universal Journal of Management, 2(6), 207-217.
Ndubisi, Nelson Oly (2004). Understanding the salience of cultural dimensions on relationship marketing, its underpinnings and aftermaths. Cross Cultural Management: An International Journal, 11(3), 70-89. Prashar, Sanjeev, Raja B., Adeshwar, Parasaran, V.S., &
Prashar, Sanjeev, Raja B., Adeshwar, Parasaran, V.S., & Venna, Vijay Kumar (2015). Factors prompting impulse buying behavior: Shoppers in Dubai. East Asian Journal of Business Management, 5(3), 5-15.
Ramayah, T., Lee, Jason Wai, and Mohamad, Osman (2010). Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54(12), 1419-1427.
Singelis, Theodore (1994). The measurement of independent and interdependent self-construals. Personality and Social Psychology Bulletin, 20, 580-591.
Sun, Tao, Horn, Marty, & Merritt, Dennis (2004). Values and lifestyles of individualists and collectivists: A study on Chinese, Japanese, British and US consumers. Journal of Consumer Marketing, 21(5), 318-331.
Sun, Tao, & Wu, Guohua (2004). Consumption patterns of Chinese urban and rural consumers. Journal of Consumer Marketing, 21(4), 245-253.
Triandis, Harry (1989). The self and social behavior in differing cultural contexts. Psychological Review, 96, 506-520.
Triandis, Harry (1994). Theoretical and methodological approached to the study of collectivism and individualism. In U. Kim, H.C. Triandis, C. Kagitçibasi, S.C. Choi & G. Yoon, Individualism and Collectivism: Theory, Method, and Applications (pp.41-65), Thousand Oaks, CA: Sage Publications.
Triandis, Harry (1995). Individualism and Collectivism. Boulder, CO: Westview Press.
Triandis, Harry (2001). Individualism-Collectivism and personality. Journal of Personality, 69(6), 907-924.
Triandis, Harry, Leung, Villareal, Marcelo, & Clark, Felicia(1985). Allocentric versus idiocentric tendencies:Convergent and discriminant validation. Journal of Research in Personality, 19(4), 393-415.
Tsai, Shu-pei (2005). Impact of personal orientation on luxury-brand purchase value. International Journal of Market Research, 47(4), 429-454.
Wagner, John, & Moch, Michael (1986). Individualism-collectivism:Concept and measure. Group and Organization Studies, 11, 280-304.
Whittlesea, Bruce (1993). llusions of familiarity. Journal of Experimental Psychology: Learning, Memory, and Cognition, 19(6), 1235-1253.
Wong, Nancy, & Ahuvia, Aaron (1998). Personal taste and family face: Luxury consumption in Confucian and Western societies. Psychology & Marketing, 15(5), 423-441.
Yang, Kenneth (2004). The effects of allocentrism and idiocentrism on consumers’ product attribute evaluation: An exploratory research from Taiwan’s cellular telephone users. Journal of International Consumer Marketing, 16(4), 63-84.
Yi, J.S. (2004). Individualism-collectivism: A geographical comparison among cities in Korea and the United States. Journal of Language for International Business, 15(2), 19-34.
Zhu, Rui, & Meyers-Levy, Joan (2009). The influence of self-view on context effects: How display fixtures can affect product evaluations. Journal of Marketing Research, 46(1), 37-45.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations