Title

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