.png){kind=logo}
ISSN : 1229-8778
The pattern seeking by the interaction between goals and environments has been heavily reported in the literature, but studies about clearly investigating about the shopping pattern behaviors rarely exist. Recognizing the lack of the study, this study initially proposes a new theory, “shopping congruence” by using the Cognitive Continuum Theory (CCT) as a theoretical framework in the shopping context. Based on their shopping tasks, the theory explains how people react to shopping environments. The research empirically tested the impact of shopping congruence between shopping tasks and shopping environments on related brand’s perceptions, attitudes and purchase intentions in an actual store situation by experimental field research. Like the hypotheses, the ANOVA result found that there was a tendency of congruence on perception, attitude, and purchase intention toward store environments by shopping tasks. The results of the study assured the impact of shopping congruence on both cognitive and intuitive perceptions, on cognitive attitudes, and on purchase intentions toward brands in stores. However, unlike the proposed hypothesis, the impact of shopping congruence does not influence affective attitudes toward stores. This study is theoretically meaningful in that it initially proses a new shopping theory, shopping congruence, which is an adaptive theory about pattern-seeking shopping behaviors. The theory of shopping congruence is practically meaningful in that it provides a possibility to estimate shopper behaviors and managerial implication directions for marketers.
Ajzen, I., & Fishbein, M. (1980). “Prediction of goal directed behavior: attitude, intentions, and perceived behavioral control,” Journal of Experimental Social Psychology, 22 (September), 453-474.
Babin, B. J., & Darden, W. R. (1995). “Consumer self-regulation in a retail environment,” Journal of Retailing, 71(1), 47-71.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). “Work and /or fun: measuring hedonic and utilitarian shopping value,” Journal of Consumer Research, 20(March), 644-656.
Babin, B. J., Hardesty, D. M., & Suter, T. A. (2003). “Color and shopping intentions: the intervening effect of price fairness and perceived affect,” Journal of Business Research, 56(7), 541-551.
Baker, Julie, Parasuraman, A., Grewal, Dhruv, & Voss, Glenn B. (2002). “The influence of multiple store environment cues on perceived merchandise value and patronage intentions,” Journal of Marketing, 66(2), 120-141.
Berger, J., & Fitzsimons, G. (2008). “Dogs on the street, pumas on your feet: how cues in the environment influence product evaluation and choice,” Journal of Marketing Research, 45 (February), 1-14.
Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54 (2), 69-82.
Bower, G. H., & Cohen, P. R. (1982). “Emotional influences in memory and thinking: data and theory”, In M. S. Clark & S. T. Fiske (eds.), “Affect and cognition,” Hillsdale, NJ: Erlbaum, 291-331.
Campbell, D., & J. Stanley. (1963). “Experimental and Quasi-Experimental Designs,” Chicago: Rand McNally.
Cervellon, M.-C., & Dube, L. (2002). “Assessing the cross-cultural applicability of affective and cognitive components of attitude,” Journal of Cross-Cultural Psychology, 33(3), 346-357.
Chartrand, T. L., & Bargh, J. A. (2002). Nonconscious motivations: Their activation, operation, and consequences. In A. Tesser, D. Stapel, & J. Wood (Eds.), Self and Motivation: Emerging Psychological Perspectives (pp. 13-41). Washington, D.C.: American Psychological Association Press.
Choi, E. J. (2014). “MCM of Sung Joo Group: An MCM Licensee Wrote a Creation Myth in the Luxury Industry,” Asian Case Research Journal, 18(2), 227-316.
Clark, M., & Isen, A. M. (1982). “Toward understanding the relationship between feeling states and social behavior”, in Hastorf, A. H. and Isen, A. H. (eds), “Cognitive Social Psychology,” Elsevier/North Holland, New York, NY, 73-108.
Crites, S. L., Fabrigar, L. R., & Petty, R. E. (1994). “Measuring the affective and cognitive properties of attitudes: conceptual and methodological issues,” Personality and Social Psychology Bulletin, 20(6), pp.619-634.
Darden, W. R., & Babin, B. J. (1994). “Exploring the affective quality of retail environments: expanding the scope of retail personality,” Journal of Business Research, 24(2), 101-109.
Dhar, Ravi and Wertenbroch, Klaus (2000). “Consumer choice between hedonic and utilitarian goods,” Journal of Marketing Research, 37(1), 60-71.
Doherty, M., & Kurz, E. M. (1996). “Social judgment theory,” Thinking and Reasoning, 2 (2/3), 109-140.
Eroglu, S., & Machleit, K. (1990). “An Empirical Study of Retail Crowding: Antecedents and Consequences,” Journal of Retailing, 62(4), 346-363.
Estrada, C. A., Young, M. J., & Isen, A. M. (1992). “Positive affect influences reported source of practice satisfaction in physicians,” Clinical Research, 40(3), 768.
Fiore, A. M., Yan, X., & Yoh, E. (2000). “Effects of product display and environmental fragrancing on approach responses towards a product and pleasurable experiences,” Psychology and Marketing, 17(1), 27-54.
Fiske, S. T., & Neuberg, S. L. (1990). “A continuum of impression formation, from category-based to individuating process: influences of information and motivation on attention and interpretation,” In Advances in Experimental Social Psychology, 23 ed. Mark P. Zanna, New York: Academic Press, 1-74.
Gibson, J. J. (1979). An Eological Approach to Visual Perception. Booston: Houghton Mifflin.
Hammond, K. R. (1988). “Judgment and decision making in dynamic tasks,” Information and Decision Technologies, 14(March), 3-14.
Hammond, K. R. (2000). “Judgments under Stress,” New York: Oxford University Press.
Hammond, K. R., Hamm, R. M., Grassia, J., & Person, T. (1987). “Direct comparison of the efficacy of intuitive and analytic cognition in expert judgment”, IEEE Transactions on Systems, Man & Cybernetics, 17 (September-October), 753-770.
Hoffman, Donna L. and Novak, Thomas P. (1996). “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60(3), 50-68.
Isen, A. M. (1997). “Positive affect and decision making,” In Goldstein, W. M., & Hogarth, R. M. (Eds.), Research on Judgment and Decision Making: Currents, Connections, and Controversies, Cambridge: Cambridge University Press, 509- 534.
Kaltcheva, Velitchka D. and Weitz, Barton A. (2006). “When should a retailer create an exciting store environment?,” Journal of Marketing, 70(1), 107-118.
Mathwick, C., Malhotra, N. K., & Rigdon, E. (2002). “The effect of dynamic retail experiences on experiential perceptions of value: an Internet and catalog comparison,” Journal of Retailing, 78(1), 51-60.
Mathwick, C., & Rigdon, E. (2004). “Play, flow, and the online search experience,” Journal of Consumer Research, 31, 324-332.
Mantel, Susan Powell and Kardes, Frank R. (1999). “The Role of Direction of Comparison, Attribute-Based Processing, and Attitude-Based Processing in Consumer Preference,” Journal of Consumer Research, 25(4), 335-352.
Menon, S., & Kahn, B. (2002). “Cross-category effects of induced arousal and pleasure on the Internet shopping experience,” Journal of Retailing, 78(1), 31-40.
Mitchell, Vince W. (2001). “Re-conceptualizing consumer store image processing using perceived risk,” Journal of Business Research, 54, 167-172.
Moye, L. N., & Kincade, D. H. (2002). “Influence of usage situations and consumer shopping orientations on the importance of the retail store environment”, International Review of Retail, Distribution, and Consumer Research, 12 (1), 59-79.
Kumar, V. and Karande, K (2000). “The Effect of Retail Store Environment on Retailer Performance,” Journal of Business Research, 49(2), 167-181.
Petty, R. E., Wegener, D. T., & Fabrigar, L. R. (1997). “Attitudes and attitude change,” Annual Review of Psychology, 48, 609-647.
Shah, James Y., Friedman, Ron, & Kruglanski, Arie W. (2002). “Forgetting all else: On the antecedents and consequences of goal shielding,” Journal of Personality and Social Psychology, 83(6), 1261-1280.
Spangenberg, E. R., Crowley, A. E., & Henderson, P. W. (1996). “Improving the store environment: do olfactory cues affect evaluations and behaviors?,” Journal of Marketing, 60(April), 67-80.
Suri, R., Long, M., & Monroe, K. B. (2003). “The impact of the Internet and consumer motivation on evaluation of price,” Journal of Business Research, 56, 379-390.
Vrechopoulos, A. P., O’Keefe, R. M., Doukidis, G. I., & Siomkos, G. J. (2004). “Virtual store layout: an experimental comparison in the context of grocery retail,” Journal of Retailing, 80(1), 13-22.
Wakefield, K. L., & Baker, J. (1998). “Excitement at the mall: determinants and effects on shopping response,” Journal of Retailing, 74(4), 515-540.
Wood, W. (2000). “Attitude change: persuasion and social influence,” Annual Review of Psychology, 51, 539-570.
Zimiles, H. (1981). “Cognitive and affective growth: developmental interaction,” In E. K. Shapiro, E. K., & Weber, E. (eds.). Lawrence Erlbaum Associates, Publishers: Hillsdale, New Jersey.