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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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    2. Davis, Robert & Lang, Bodo, 2012. "Modeling the effect of self-efficacy on game usage and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 67-77.
    3. Beck, Marie & Crié, Dominique, 2018. "I virtually try it … I want it ! Virtual Fitting Room: A tool to increase on-line and off-line exploratory behavior, patronage and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 279-286.

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