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Impact of retail environment extraordinariness on customer self-concept

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  • Kaltcheva, Velitchka D.
  • Patino, Anthony
  • Chebat, Jean-Charles

Abstract

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.

Suggested Citation

  • Kaltcheva, Velitchka D. & Patino, Anthony & Chebat, Jean-Charles, 2011. "Impact of retail environment extraordinariness on customer self-concept," Journal of Business Research, Elsevier, vol. 64(6), pages 551-557, June.
  • Handle: RePEc:eee:jbrese:v:64:y:2011:i:6:p:551-557
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    References listed on IDEAS

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    1. Burnkrant, Robert E & Unnava, H Rao, 1995. " Effects of Self-Referencing on Persuasion," Journal of Consumer Research, Oxford University Press, vol. 22(1), pages 17-26, June.
    2. Chebat, Jean-Charles & Sirgy, M. Joseph & St-James, Valerie, 2006. "Upscale image transfer from malls to stores: A self-image congruence explanation," Journal of Business Research, Elsevier, vol. 59(12), pages 1288-1296, November.
    3. Sirgy, M Joseph, 1982. " Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Oxford University Press, vol. 9(3), pages 287-300, December.
    4. Babin, Barry J. & Babin, Laurie, 2001. "Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value," Journal of Business Research, Elsevier, vol. 54(2), pages 89-96, November.
    5. Meyers-Levy, Joan & Peracchio, Laura A, 1996. " Moderators of the Impact of Self-Reference on Persuasion," Journal of Consumer Research, Oxford University Press, vol. 22(4), pages 408-423, March.
    6. Firat, A Fuat & Venkatesh, Alladi, 1995. " Liberatory Postmodernism and the Reenchantment of Consumption," Journal of Consumer Research, Oxford University Press, vol. 22(3), pages 239-267, December.
    7. Sirgy, M. Joseph & Grewal, Dhruv & Mangleburg, Tamara, 2000. "Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda," Journal of Business Research, Elsevier, vol. 49(2), pages 127-138, August.
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    1. repec:eee:joreco:v:19:y:2012:i:1:p:67-77 is not listed on IDEAS
    2. repec:eee:joreco:v:40:y:2018:i:c:p:279-286 is not listed on IDEAS

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