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Cognitive fit, retail shopper confusion, and shopping value: Empirical investigation

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  • Garaus, Marion
  • Wagner, Udo
  • Kummer, Claudia

Abstract

Shopper confusion represents a mental state often occurring in shopping situations. While extant research focuses on product-related consumer confusion, the current investigation examines store environmental retail shopper confusion. Combining research streams on store environment, environmental psychology, and categorization theory, the authors build a conceptual retail shopper confusion framework. An analysis of expert interviews and open-ended questionnaires distributed to grocery shoppers reveals a classification of retail shopper confusion causes into ambient, design, and social factors, as characterized by the environmental properties variety, novelty, complexity, and conflict. A mediation analysis by means of structural equation modeling confirms the mediating role of retail shopper confusion between cognitive fit with an environment and shopping value. Retail shopper confusion thus explains why shoppers experience low hedonic and utilitarian shopping values in certain shopping situations.

Suggested Citation

  • Garaus, Marion & Wagner, Udo & Kummer, Claudia, 2015. "Cognitive fit, retail shopper confusion, and shopping value: Empirical investigation," Journal of Business Research, Elsevier, vol. 68(5), pages 1003-1011.
  • Handle: RePEc:eee:jbrese:v:68:y:2015:i:5:p:1003-1011
    DOI: 10.1016/j.jbusres.2014.10.002
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Garaus, Marion & Wagner, Udo, 2016. "Retail shopper confusion: Conceptualization, scale development, and consequences," Journal of Business Research, Elsevier, vol. 69(9), pages 3459-3467.
    2. Gabler, Colin B. & Myles Landers, V. & Reynolds, Kristy E., 2017. "Purchase decision regret: Negative consequences of the Steadily Increasing Discount strategy," Journal of Business Research, Elsevier, vol. 76(C), pages 201-208.
    3. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Antecedents and consequences of shoppers' attitude toward branded store-within-stores: An exploratory framework," Journal of Business Research, Elsevier, vol. 105(C), pages 189-200.
    4. Garaus, Marion & Wagner, Udo & Manzinger, Sandra, 2017. "Happy grocery shopper: The creation of positive emotions through affective digital signage content," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 295-305.
    5. Miao Miao, 2019. "The Current Research Issues of Retail Internationalization," International Business Research, Canadian Center of Science and Education, vol. 12(2), pages 1-14, February.
    6. Murray, John & Elms, Jonathan & Teller, Christoph, 2017. "Examining the role of store design on consumers’ cross-sectional perceptions of retail brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 147-156.

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