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.
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- 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.
- Meyers-Levy, Joan & Peracchio, Laura A, 1996. " Moderators of the Impact of Self-Reference on Persuasion," Journal of Consumer Research, University of Chicago Press, vol. 22(4), pages 408-23, March.
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