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Shopping orientation as a stable consumer disposition and its influence on consumers’ evaluations of retailer communication

Oliver B. Büttner (Applied Social Psychology and Consumer Research Lab, Department of Applied Psychology: Work, Education, Economy, University of Vienna, Vienna, Austria)
Arnd Florack (Applied Social Psychology and Consumer Research Lab, Department of Applied Psychology: Work, Education, Economy, University of Vienna, Vienna, Austria)
Anja S. Göritz (Department of Work and Organizational Psychology, University of Freiburg, Freiburg, Germany)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 6 May 2014

Abstract

Purpose

The present aims to examine whether interindividual differences in consumers’ shopping orientations reflect a stable consumer disposition (i.e. chronic shopping orientation; CSO). Furthermore, it examines whether this disposition influences consumers’ evaluations of retailer communication. Consumers may shop under an experiential or a task-focused shopping orientation.

Design/methodology/approach

This research builds on four studies; three were conducted online and one was conducted in the laboratory. Study 1 applied a longitudinal design, Studies 2 and 3 applied a cross-sectional design and Study 4 applied an experimental design.

Findings

Study 1 shows that CSO is stable over time. Study 2 finds that interindividual differences in CSO are stable across different retail domains. Studies 3 and 4 demonstrate that experiential shoppers prefer stimulation-oriented claims, whereas task-focused shoppers prefer efficiency-oriented claims.

Originality/value

The value of shopping orientation for customer segmentation and tailored marketing largely depends on whether interindividual differences in CSO are stable. The present research is the first to demonstrate that CSO, indeed, exists as a stable consumer disposition. In addition, the research demonstrates that shopping orientation moderates the evaluation of retailer communication. Overall, the results demonstrate that CSO is a valuable construct for customer segmentation and tailored communication in retailing.

Keywords

Acknowledgements

The authors thank Csilla Horváth, Radboud University Nijmegen, The Netherlands, for her valuable comments on an earlier version of this manuscript.

Citation

B. Büttner, O., Florack, A. and S. Göritz, A. (2014), "Shopping orientation as a stable consumer disposition and its influence on consumers’ evaluations of retailer communication", European Journal of Marketing, Vol. 48 No. 5/6, pp. 1026-1045. https://doi.org/10.1108/EJM-04-2012-0210

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited