Shopping Context and Consumers' Mental Representation of Complex Shopping Trip Decision Problems

50 Pages Posted: 9 Apr 2008

See all articles by Benedict G. C. Dellaert

Benedict G. C. Dellaert

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE); Erasmus Research Institute of Management (ERIM)

Theo A. Arentze

Eindhoven University of Technology (TUE) - Urban Planning Group

Harry J.P. Timmermans

Eindhoven University of Technology (TUE) - Urban Planning Group

Date Written: 25 2008 3,

Abstract

Depending on the shopping context, consumers may develop different mental representations of complex shopping trip decision problems to help them interpret the decision situation that they face and evaluate alternative courses of action. To investigate these mental representations and how they vary across contexts, the authors propose a causal network structure that allows for a formal representation of how context-specific benefits requirements affect consumers’ evaluation of decision alternative attributes. They empirically test hypotheses derived from the framework, using data on consumers’ mental representations of a complex shopping trip decision problem across four shopping contexts that differ in terms of opening hour restrictions and shopping purpose, and find support for the proposed structure and hypotheses.

Keywords: retailing, consumer decision-making, mental representations, context effects, shopping trip decisions

JEL Classification: C44, M31, M, D12

Suggested Citation

Dellaert, Benedict G. C. and Arentze, Theo A. and Timmermans, Harry J.P., Shopping Context and Consumers' Mental Representation of Complex Shopping Trip Decision Problems (25 2008 3,). ERIM Report Series Reference No. ERS-2008-016-MKT, Available at SSRN: https://ssrn.com/abstract=1117793

Benedict G. C. Dellaert (Contact Author)

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE) ( email )

P.O. Box 1738
3000 DR Rotterdam, NL 3062 PA
Netherlands

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Theo A. Arentze

Eindhoven University of Technology (TUE) - Urban Planning Group ( email )

Eindhoven
Netherlands

Harry J.P. Timmermans

Eindhoven University of Technology (TUE) - Urban Planning Group ( email )

Eindhoven
Netherlands

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