Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value
Marketing and Fashion Merchandising
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.
JOURNAL OF BUSINESS RESEARCH
(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: http://aquila.usm.edu/fac_pubs/3745