Using individual differences to detect customer shopping behaviour |
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Authors: | Jane Z. Sojka Joan L. Giese |
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Affiliation: | 1. Department of Marketing , Ohio University , Athens, OH 45701-2979, USA E-mail: sojka@ohio.edu;2. Department of Marketing , Washington State University , Pullman, WA 99164-4730 |
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Abstract: | This paper uses two individual differences reflecting consumers' processing preferences - cognitive and affective - to categorize customers and explore differences in shopping behaviours. Results suggest that individuals with different traits report different shopping behaviours. A comparison between groups found that individuals with high cognition compared prices and brands; individuals with high affect made impulse purchases and showed a preference for brand names; and individuals with high cognition and high affect evaluated sales personnel. Theoretical and practical implications are discussed. |
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Keywords: | Affect Cognition Individual Differences Retailing Shopping Behaviour |
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