A cross-national study of evolutionary origins of gender shopping styles: she gatherer, he hunter?

The authors investigate gender shopping styles across countries and explore whether differences between male and female shopping styles are greater than differences in shopping styles between consumers across countries. The study develops a conceptual model to test Eagly and Wood's (1999) convergence hypothesis. Applied to shopping, this predicts that men and women should become more similar in shopping styles as traditional gender-based divisions in wage labor and domestic labor disappear. The results of a survey on shopping behavior across 11 countries indicate that men and women are evolutionarily predisposed to different shopping styles. Counter to the convergence hypothesis, differences in shopping styles between women and men are greater in higher-gender-equality countries than in lower-gender-equality countries. Empathizing—the ability to tune into someone's thoughts and feelings—mediates shopping style more for women, while systemizing—the degree to which an individual possesses spatial skills—mediates shopping style more for men. Results suggest that gender-based retail segmentation is more strategically relevant than country-based segmentation. The authors discuss the implications of their findings for international marketing theory and practice

The effect of digital signage on shoppers' behavior: the role of the evoked experience

This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers’ experiential processing route. In contrast, digital signage messages high on “features and benefits” information evoke intellectual experience and strengthen customers’ deliberative processing route. The affective experience is more strongly associated with the attitude towards the ad and the approach behavior towards the advertiser than the intellectual experience. The effect of an ad high on sensory cues on shoppers’ approach to the advertiser is stronger for first-time shoppers, and therefore important in generating loyalty. The findings indicate that the design of brand-related informational cues broadcast over digital in-store monitors affects shoppers’ information processing. The cues evoke sensory and affective experiences and trigger deliberative processes that lead to attitude construction and finally elicit approach behavior towards the advertisers

Value co-creation through multiple shopping channels: the interconnections with social exclusion and wellbeing

This study examines consumers’ value co-creation via several shopping channels including a traditional out-of-home shopping channel and “smart” channels where consumers use a computer, a mobile phone or social media. It focuses on the effect that value co-creation has on consumers’ shopping behaviour as well as on the perceived contribution of a shopping channel to their wellbeing, with a focus on individuals who perceive themselves as being socially excluded, particularly by mobility disability. The project was carried out in the USA using an online survey (n=1220). Social exclusion has a positive statistically significant effect on respondents’ self-connection with all channels; for many socially excluded respondents the shopping channel has an important role in their lives. Self-connection with the channel has a positive effect on value co-creation and there is a positive relationship between value co-creation and the perceived contribution of the channel on wellbeing. When consumers help other individuals in their decision making they not only create value for the retailer and for other customers but also contribute positively to their own wellbeing. Importantly, for smart shopping channels where consumers use a computer or a mobile phone, the impact of value co-creation on the perceived contribution of these channels to consumer wellbeing are stronger for shoppers with a mobility disability than for those without such a disability

Brand experience: what is it? How do we measure it? And does it affect loyalty?

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand scales, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations

Development of the brand experience scale

L'articolo presenta il lavoro, in fieri, di sviluppo di una scala di misurazione dell'esperienza con la marca (brand experience scale)