Seeking Something Different? A Model of Schema Typicality, Consumer Affect, Purchase Intentions and Perceived Shopping Value
Document Type
Article
Publication Date
11-1-2001
Department
Marketing and Fashion Merchandising
Abstract
A study is presented that examines the effect of specific retail elements on deviations from the expected schema, or prototypicality of a retail store. The results suggest that subtle differences in the store name, the location, and the appearance of its salespeople can evoke contrast in the form of variable typicality scores. A structural model is presented that shows the outcomes of this variance in a retail context involving women's apparel stores. Low typicality is associated with increased excitement and discomfort, and these emotions affect patronage intentions and perceived shopping value, This finding is counterbalanced by a direct, positive link between typicality and patronage intentions. (C) 2001 Elsevier Science Inc. All rights reserved.
Publication Title
Journal of Business Research
Volume
54
Issue
2
First Page
89
Last Page
96
Recommended Citation
Babin, B. J.,
Babin, L.
(2001). Seeking Something Different? A Model of Schema Typicality, Consumer Affect, Purchase Intentions and Perceived Shopping Value. Journal of Business Research, 54(2), 89-96.
Available at: https://aquila.usm.edu/fac_pubs/3745