Impact of retail environment extraordinariness on customer self-concept
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.
Year of publication: |
2011
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Authors: | Kaltcheva, Velitchka D. ; Patino, Anthony ; Chebat, Jean-Charles |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 64.2011, 6, p. 551-557
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Publisher: |
Elsevier |
Subject: | Retail environment Self-concept Accessibility |
Saved in:
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