Testing Behavioral Hypotheses Using an Integrated Model of Grocery Store Shopping Path and Purchase Behavior

Sam K. Hui, Eric T. Bradlow and Peter S. Fader

Journal of Consumer Research, 2009, vol. 36, issue 3, 478 - 493

Abstract: 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.

Date: 2009
References: Add references at CitEc
Citations: View citations in EconPapers (50)

Downloads: (external link)
http://dx.doi.org/10.1086/599046 (application/pdf)
http://dx.doi.org/10.1086/599046 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:doi:10.1086/599046

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().