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Unpacking the perceived opportunity to misbehave: The influence of spatio-temporal and social dimensions on consumer misbehavior

Kate L. Daunt (née Reynolds) (Cardiff Business School, Cardiff University, Cardiff, United Kingdom)
Dominique A. Greer (School of Advertising, Marketing and Public Relations, Queensland University of Technology, Brisbane, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 14 September 2015

1953

Abstract

Purpose

This study aims to use opportunity as a theoretical lens to investigate how the spatio-temporal and social dimensions of the consumption environment create perceived opportunities for consumers to misbehave.

Design/methodology/approach

Drawing on routine activity theory and social impact theory, the authors use two experiments to demonstrate that spatio-temporal and social dimensions can explain consumer theft in retail settings.

Findings

Study 1 reveals mixed empirical support for the basic dimensions of routine activity theory, which posits that the opportunity to thieve is optimised when a motivated offender, suitable target and the absence of a capable formal guardian transpire in time and space. Extending the notion of guardianship, Study 2 tests social impact theory and shows that informal guardianship impacts the likelihood of theft under optimal routine activity conditions.

Originality/value

The study findings highlight important implications for academicians and retail managers: rather than focusing on the uncontrollable characteristics of thieving offenders, more controllable spatio-temporal and social factors of the retail environment can be actively monitored and manipulated to reduce perceived opportunities for consumer misbehaviour.

Keywords

Acknowledgements

The authors gratefully acknowledge the helpful guidance and suggestions of Professor Dawn Iacobucci, Professor Jennifer Argo, Dr Clinton Weeks and two anonymous reviewers.

Citation

Daunt (née Reynolds), K.L. and Greer, D.A. (2015), "Unpacking the perceived opportunity to misbehave: The influence of spatio-temporal and social dimensions on consumer misbehavior", European Journal of Marketing, Vol. 49 No. 9/10, pp. 1505-1526. https://doi.org/10.1108/EJM-01-2014-0061

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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