Using individual differences to detect customer shopping behaviour
Abstract: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.
Document Type: Research Article
Publication date: January 1, 2003