Original paper
How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study
Abstract
Using data from a large-scale field study, we show that (perceptions of) crowding change(s) the composition of a consumer's shopping basket. Specifically, as shoppers experience more crowding, their shopping basket contains (a) relatively more affect-rich (“hedonic”) products, and (b) relatively more national brands. We offer a plausible dual-process explanation for this phenomenon: Crowding induced distraction limits cognitive capacity,...
Paper Details
Title
How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study
Published Date
Jun 1, 2021
Journal
Volume
97
Issue
2
Pages
207 - 216
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Notes
History