Shopping Context and Consumers' Mental Representation of Complex Shopping Trip Decision Problems

Benedict Dellaert, Theo Arentze and Harry Timmermans

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: Depending on the shopping context, consumers may develop different mental representations of complex shopping trip decision problems to help them interpret the decision situation that they face and evaluate alternative courses of action. To investigate these mental representations and how they vary across contexts, the authors propose a causal network structure that allows for a formal representation of how context-specific benefits requirements affect consumers’ evaluation of decision alternative attributes. They empirically test hypotheses derived from the framework, using data on consumers’ mental representations of a complex shopping trip decision problem across four shopping contexts that differ in terms of opening hour restrictions and shopping purpose, and find support for the proposed structure and hypotheses.

Keywords: consumer decision-making; context effects; mental representations; retailing; shopping trip decisions (search for similar items in EconPapers)
JEL-codes: C44 D12 M M31 (search for similar items in EconPapers)
Date: 2008-03-25
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Citations: View citations in EconPapers (25)

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Journal Article: Shopping context and consumers’ mental representation of complex shopping trip decision problems (2008)
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