Cognitive fit, retail shopper confusion, and shopping value: Empirical investigation

Garaus, Marion; Wagner, Udo; Kummer, Claudia

doi:10.1016/j.jbusres.2014.10.002

Cited by 84 publications

(80 citation statements)

References 36 publications

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“…Although prior marketing research has incorporated the role of product performance in inducing confusion, little research has considered the role of environmental stimuli to explain retail shopper confusion. This study advances Garaus et al () recently developed conceptual framework “retail shopper confusion” with three emotional subsystems of a human mind by empirically testing the effects of human crowding and store messiness on retail shopper confusion. The findings of this study advance our understanding of why shoppers prefer ordered and harmonious store environments.…”

Section: Discussionmentioning

confidence: 72%

“…This study advances Garaus et al (2015) recently developed conceptual framework "retail shopper confusion" with three emotional subsystems of a human mind by empirically testing the effects of human crowding and store messiness on retail shopper confusion. The findings of this study advance our understanding of why shoppers prefer intentions.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

“…However, if consumers perceive a store's atmospherics as too arousing or overwhelming, it may lead to information overload thus leading to retail shopper confusion (Beverland, Lim, Morrison, & Terziovski, 2006;Garaus, Wagner, & Kummer, 2015;Kaltcheva & Weitz, 2006). Consumers fail to develop a correct interpretation of various facets of a product/service, during the information processing procedure thus leading to misunderstanding or misinterpretation of the retail store (Turnbull, Leek, & Ying, 2000;Walsh, Hennig-Thurau, & Mitchell, 2007).…”

Section: Introductionmentioning

confidence: 99%

“…Consumers fail to develop a correct interpretation of various facets of a product/service, during the information processing procedure thus leading to misunderstanding or misinterpretation of the retail store (Turnbull, Leek, & Ying, 2000;Walsh, Hennig-Thurau, & Mitchell, 2007). Prior studies suggest that confused consumers respond negatively by exhibiting decreased loyalty and trust, purchase abandonment and postponement, and also alteration of brand choice (Garaus et al, 2015;Mitchell, Walsh, & Yamin, 2005;Walsh et al, 2007;Walsh & Mitchell, 2010). Most of the prior studies have focused on product performance and its effect on confusion (Mitchell et al, 2005;Mitchell & Papavassiliou, 1999;Schweizer, Kotouc, & Wagner, 2006).…”

Section: Introductionmentioning

confidence: 99%

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Human crowding and store messiness: Drivers of retail shopper confusion and behavioral intentions

Coskun

Gupta

Burnaz

2019

J of Consumer Behaviour

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With today's cut‐throat competition, brick and mortar retailers are engaging in various in‐store elements like ambience, visual design, and social factors to entice consumers. However, these environmental stimuli if not used properly can lead to retail shopper confusion that can negatively influence shopper behavioral intentions. Drawing on the theoretical argument that information overload facilitates retail shopper confusion, two experimental studies are conducted. The findings of both studies suggest a main effect of human crowding and store messiness for each dimension of retail shopper confusion—irritation, inefficiency, and helplessness. Mediating role of retail shopper confusion between human crowding, store messiness, and shopping behavioral intentions is also examined. Interactive impact of human crowding and store messiness suggests store messiness to be more problematic. The moderating role of shopping motivations (task vs. recreational) is also examined that suggests the negative effect of retail shopper confusion for consumers pursuing recreational shopping motivations. These findings across the two studies offer a new perspective that recommend the importance of organized retail store environments. Theoretical and practical implications are discussed.

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Section: Discussionmentioning

confidence: 72%

Section: Theoretical Contributionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Human crowding and store messiness: Drivers of retail shopper confusion and behavioral intentions

Coskun

Gupta

Burnaz

2019

J of Consumer Behaviour

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“…For example, extant scales in this field consider what consumers feel during confusing shopping situations (Garaus and Wagner 2016) or measure the personality trait "consumer confusion proneness" (Walsh et al 2007). However, the only research that explicitly concentrates on store-related confusion is the work of Garaus et al (2015). Using a qualitative survey, the authors categorized various in-store elements that exhibit confusion potential into social, design and ambient factors.…”

Section: Jel-classification Code M31 1 Introductionmentioning

confidence: 99%

Lost in the Store: Assessing the Confusion Potential of Store Environments

Garaus

Wagner

2019

Schmalenbach Bus Rev

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Confusion in retailing has attracted increasing attention in the literature. Most of the extant studies concentrate on product-related confusion or the mental state retail shopper confusion. Nevertheless, several recent studies have emphasized the relevance of exploring confusion as an objective property of the store environment. Drawing on this literature stream, the present research conceptualizes the construct store environmental confusion and its six formative dimensions, of which each can be measured through two environmental properties: complexity and conflict. This research seeks to develop, validate, and test a parsimonious index for store environmental confusion. The predictive and nomological validity of the store environmental confusion index is assessed by structural equation modelling and results confirm the hypothesis that store environmental confusion produces undesirable consumer intentions. This research is the first to quantitatively assess the confusion potential of different design factors. The resulting store environmental confusion index can be used to evaluate the confusion potential of various store environments, thereby helping retailers provide customers with a clear and non-confusing store design.

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Atmospheric harmony in the retail environment: Its influence on store satisfaction and re‐patronage intention

Garaus

2016

J of Consumer Behaviour

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To trigger positive consumer responses, retailers spend large sums of money on arousing and entertaining store environment designs that do not always produce the desired positive consumer reactions. The current research provides a theoretical framework that offers an alternate explanation for shopper preferences regarding retail environments. Drawing on consumers' need for an environment that promotes understanding, this study indicates the importance of communicating a coherent store environment to effect store satisfaction and re‐patronage intention. Harmonious store environments facilitate understanding and comprehension; they enhance information processing and pleasure judgment. One laboratory experiment and one field experiment tested the proposed research framework. Insights from evolutionary and aesthetic psychology, consumer behavior research, and the Asian practice of Feng Shui all guided the manipulation of music and aesthetic design variables to create atmospheric harmony. The findings of both studies suggest that harmonious store environments increase pleasure and positively impact shopping satisfaction and re‐patronage intent, as mediated by shopping value. These findings offer a new perspective for creating pleasant store environments. Theoretical and practical implications are discussed. Copyright © 2016 John Wiley & Sons, Ltd.

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Cognitive fit, retail shopper confusion, and shopping value: Empirical investigation

Cited by 84 publications

References 36 publications

Human crowding and store messiness: Drivers of retail shopper confusion and behavioral intentions

Human crowding and store messiness: Drivers of retail shopper confusion and behavioral intentions

Lost in the Store: Assessing the Confusion Potential of Store Environments

Atmospheric harmony in the retail environment: Its influence on store satisfaction and re‐patronage intention

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