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Using individual differences to detect customer shopping behaviour

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This paper uses two individual differences reflecting consumers' processing preferences - cognitive and affective - to categorize customers and explore differences in shopping behaviours. Results suggest that individuals with different traits report different shopping behaviours. A comparison between groups found that individuals with high cognition compared prices and brands; individuals with high affect made impulse purchases and showed a preference for brand names; and individuals with high cognition and high affect evaluated sales personnel. Theoretical and practical implications are discussed.

Keywords: Affect; cognition; individual differences; retailing; shopping behaviour

Document Type: Research Article


Affiliations: 1: Department of Marketing Ohio University Athens OH 45701-2979 USA 2: Department of Marketing Washington State University Pullman WA 99164-4730 USA

Publication date: January 1, 2003

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