Impact of retail environment extraordinariness on customer self-concept

Velitchka D. Kaltcheva, Anthony Patino and Jean-Charles Chebat

Journal of Business Research, 2011, vol. 64, issue 6, 551-557

Abstract: This research examines the effect of extraordinary retail environments on consumer self-concept. Two between-subjects experiments manipulate the extraordinariness of the retail environment and evaluate participants' self-concept in the environment. In both experiments, high-extraordinariness retail environments elicit a more atypical working self-concept than low-extraordinariness environments. Content analysis of participants' working self-concept in the two environments offers insight into the cognitive processes underlying the effect. The article discusses managerial and theoretical implications of the research.

Keywords: Retail; environment; Self-concept; Accessibility (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:64:y:2011:i:6:p:551-557

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