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Article
Publication date: 27 November 2017

Linda Lemarié, Jean-Charles Chebat and François Bellavance

This paper aims to examine how reckless driving scenes in action movies affect young male drivers’ perception of reckless drivers and proposes a targeted social marketing…

Abstract

Purpose

This paper aims to examine how reckless driving scenes in action movies affect young male drivers’ perception of reckless drivers and proposes a targeted social marketing strategy to counteract this effect.

Design/methodology/approach

The hypotheses were tested through a 2 (reckless driving scenes vs control) × 2 (road safety advertising vs control) online experiment with 151 young male drivers.

Findings

Reckless driving scenes in action movies prime a positive image of reckless drivers which impacts young male drivers’ attitudes and reckless driving intention. However, a road safety message specifically addressing the positive image of reckless drivers efficiently counteracts this effect.

Research limitations/implications

A few studies have experimentally tested the impact of reckless driving promotion on young drivers’ attitudes and intention, but none have analysed this impact in terms of the development of a positive image of reckless drivers. In addition, this study emphasises that a targeted message based on social norms can cancel the effect of reckless driving promotion and have a beneficial impact on the most risk-prone drivers.

Practical implications

Social marketers working in the field of road safety can improve the efficacy of their social marketing programmes by taking into consideration the positive image of reckless drivers promoted by the media.

Social implications

Practitioners should develop interventions and targeted messages that help young drivers cultivate a less idealised and masculine social image of reckless drivers.

Originality/value

This paper enhances the awareness of the effect that the media’s positive depiction of reckless drivers can have on the youth and proposes a strategy to counteract this effect.

Details

Journal of Social Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 1 June 2003

Jean-Charles Chebat and François Daoud

The strategic importance of sponsorship of sports events by the tobacco industry has been increasing since tobacco firms have been constrained in their advertising…

Abstract

The strategic importance of sponsorship of sports events by the tobacco industry has been increasing since tobacco firms have been constrained in their advertising activities. The present study will provide further insight to this critical promotion tool for cigarette brands. Specifically, it will focus on the effects of tobacco companies' sponsorship at the Montreal F1 Grand Prix on adolescents' cognitive and behavioral responses, i.e. identification with cigarette brands and brands' personality, and consumption of cigarettes. A questionnaire was administered to a sample of adolescents before and after the Grand Prix. Both sponsoring and non-sponsoring brands benefited from the Grand Prix, since the perceived brand personality and the identification with the brands were enhanced by the event. These findings tend to confirm that such sporting events are efficient ways to increase cigarette consumption and brand identification, especially for older male adolescents who are interested in car races.

Details

International Journal of Sports Marketing and Sponsorship, vol. 5 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 May 2005

Michel Laroche, Lefa Teng, Richard Michon and Jean‐Charles Chebat

Traditionally, researchers in environmental psychology have developed the classic C (cognition)‐ E (emotion)‐ B (behavior) paradigm. However, some researchers have failed…

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4798

Abstract

Purpose

Traditionally, researchers in environmental psychology have developed the classic C (cognition)‐ E (emotion)‐ B (behavior) paradigm. However, some researchers have failed to replicate this classic paradigm and suggested that cognition is an antecedent to emotions. The main goals of this research are to extend the C‐E‐B paradigm by incorporating consumers' perceptions of service quality and to determine whether the extended model of consumer shopping mall decision process is invariant across English and French Canadian consumers.

Design/methodology/approach

By conducting a three‐step analysis, six hypotheses are empirically examined through a survey of 266 “real” English and French Canadian consumers in a shopping mall.

Findings

Findings indicate that consumers' evaluations of service quality in a shopping environment mediate their pleasure and purchase intention. Consumer mall shopping decision‐making process is invariant across English and French Canadian consumers.

Practical implications

For researchers who are interested in understanding consumer mall shopping behavior cross‐culturally, this research provides a model that can be tested in cross‐cultural contexts. For mall operators and store managers attempting to improve the mall environment, product quality, and offer better service, the study provides interesting solutions.

Originality/value

By incorporating service quality into consumer mall shopping decision making, this research has demonstrated that consumers' moods evoked by their perceptions of shopping mall environment and of product quality influence their purchase intentions through their perceptions of service quality. The mall shopping decision‐making process of English and French Canadian consumers is universal, regardless of their cultural orientations.

Details

Journal of Services Marketing, vol. 19 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 22 May 2007

Richard Michon, Hong Yu, Donna Smith and Jean‐Charles Chebat

The purpose of this paper is to explore how the shopping mall environment impacts on hedonic and utilitarian shopping experiences, and approach behaviour of fashion…

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8578

Abstract

Purpose

The purpose of this paper is to explore how the shopping mall environment impacts on hedonic and utilitarian shopping experiences, and approach behaviour of fashion leaders and followers.

Design/methodology/approach

Fashion shoppers' response and behaviour has been modelled in an invariant multigroup latent structural path analysis. Paths were initially constrained and then released as required. More than 300 usable questionnaires were acquired from a mall intercept in a regional urban middleclass shopping centre. Participants were probed on their attitude about fashion, perception of the shopping mall, present mood, shopping value and approach behaviour toward the mall.

Findings

The mall environment directly influences fashion leaders' hedonic shopping experience and approach behaviour. Fashion followers' hedonic shopping experience may be mood driven, while that of fashion leaders' is triggered by higher involvement cognitive processing.

Research limitations/implications

This study was carried out in one fashion‐oriented urban mall in Montreal, and should be replicated to other locations and markets. A larger sample would allow the inclusion of additional constructs.

Practical implications

Mall owners and developers might appeal to fashion leaders through offering services that will speed up their shopping trip, using high‐tech methods to convey fashion information and by branding the mall. Fashion followers and laggards are likely to respond to experience‐oriented strategies that make their shopping trip more pleasurable.

Originality/value

Although fashion consumer groups have been studied from various perspectives, no research was found that investigates the integrated shopping experience of fashion shoppers in a shopping mall setting. This study fills the void.

Details

International Journal of Retail & Distribution Management, vol. 35 no. 6
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 1 April 1988

Jean‐Charles Chebat, Michel Laroche and Helen Malette

A comparison of attitudes towards credit cards and purchase behaviours reveals some major differences between French and English Canadians. The determinants of frequency…

Abstract

A comparison of attitudes towards credit cards and purchase behaviours reveals some major differences between French and English Canadians. The determinants of frequency of usage are identified for both groups and reveal five attitudinal factors. Finally, it is shown that increased income does not lead to convergence of the two subcultures.

Details

International Journal of Bank Marketing, vol. 6 no. 4
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 1 February 1993

Jean‐Charles Chebat and Pierre Filiatrault

Since consumers feel that time is becoming an increasingly scarcerresource, service organizations are also becoming increasingly sensitiveto the economical and…

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1323

Abstract

Since consumers feel that time is becoming an increasingly scarcer resource, service organizations are also becoming increasingly sensitive to the economical and psychological costs which they impose on their clients in waiting lines. Reports a study aimed at examining the relations between two variables which are controllable by banks (i.e. service interruption and clients′ participation in the service process) upon the perceived time spent in waiting lines, clients′ mood and perceived service quality. Results show that individuals who find the waiting time “unacceptable” have a very significantly lower mood and perceived the service as being of lower quality. Concludes that perceived waiting time can be modified through managerially controllable variables which also influence strategically important variables such as client mood and perceived service quality.

Details

International Journal of Bank Marketing, vol. 11 no. 2
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 19 September 2008

Richard Michon, Hong Yu, Donna Smith and Jean‐Charles Chebat

The purpose of this paper is to explore how the shopping mall environment influences the shopping experience and approach behaviour of female fashion shoppers.

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6676

Abstract

Purpose

The purpose of this paper is to explore how the shopping mall environment influences the shopping experience and approach behaviour of female fashion shoppers.

Design/methodology/approach

Female shoppers were first clustered along the fashion orientation of the stores they patronise. Shoppers' response and behaviour was modelled in an invariant multigroup latent structural path analysis. Paths were initially constrained and then released as required. A total of 286 usable questionnaires were administered using a mall intercept survey method in a regional shopping centre. Participants were probed on their shopping activities, shopping mall perception, product perception, shopping value and approach behaviour toward the mall.

Findings

A favourable perception of the mall atmosphere elicits a positive perception of the merchandise offering and triggers hedonic shopping experiences. The effect of the mall environment, mediated by product perception, significantly impacts the shopping objectives of middle‐of‐the‐road female fashion shoppers. Mall atmospherics has no or little effect on the utilitarian value of low‐ or high‐fashion oriented shoppers. Hedonic response of fashion forward shoppers is not stronger than that of other fashion shoppers.

Research limitations/implications

This study was carried out in one regional mall and should be replicated to other locations and markets. A larger sample would allow the inclusion of additional constructs.

Practical implications

Mall developers and operators are not only in real estate; they are also retailers. The mall environment is central to the perception of merchandise quality, and the shopping experience. Mall operators must be aware that the middle market target group is one that is highly sought after. They should strive to create a tenant mix that satisfies the many layers of fashion shopper needs.

Originality/value

This study represents a first attempt that investigates the integrated shopping experience of fashion shoppers in a shopping mall setting. It segments shoppers on their actual shopping behaviour rather than psychometrics.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 9 March 2015

Richard Michon, Jean-Charles Chebat, Hong Yu and Linda Lemarié

The purpose of this paper is to explore female fashion shoppers’ perception and response to the mall environment. Specific objectives include a conceptual model of female…

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5334

Abstract

Purpose

The purpose of this paper is to explore female fashion shoppers’ perception and response to the mall environment. Specific objectives include a conceptual model of female fashion shoppers’ experience in a mall environment incorporating fashion orientation, store personality, shopping mall perception, shopping value, and patronage intentions.

Design/methodology/approach

Empirical testing is done with a latent path structural equation model. Data collection was carried out in a firmly controlled mall intercept survey which produced 312 usable questionnaires.

Findings

Results show that shoppers’ fashion orientation hypothesized to be a personality trait is not an antecedent to the perception of the mall environment. Instead, fashion orientation moderates the perception of product and service quality, hedonic shoppers’ response, and patronage intentions. The perceived mall personality has a focussed impact on the perception of product and service quality. The mall’s sophistication image influences the perception of product quality. On the other hand, the mall’s enthusiasm image atmosphere affects the perception of service quality. Perceptions of product and service quality are correlated and trigger positive hedonic and utilitarian shopping benefits.

Research limitations/implications

Because findings from this study cannot be generalized to other situations, the research should be replicated to a variety of mall formats and shopper segments. Furthermore, other fashion-orientation factors (fashion leadership, fashion interest, and anti-fashion attitude) should be considered. However, along with model complexities, increased sample sizes are also required. Future studies may also include male shoppers to investigate differences in fashion motivation and mall shopping experience.

Practical implications

It is concluded that the person-place congruency theory is confirmed and that the shoppers’ fashion orientation should be included in the set of segmentation variables. Shopping malls cannot be everything to everyone without risking diluting their image. Downtown urban malls have the opportunity to adopt a well-defined positioning in order to differentiate themselves. Large suburban malls should partition themselves to remove image ambiguities. Mall managers must primarily work on the “meaning” of the mall atmosphere rather “mood.” Fashion shoppers are task oriented. Mall managers should design malls to facilitate the shopping experience with highly functional designs, simple layout, and clear signage in support of wayfinding.

Originality/value

Although fashion consumers have been studied from diverse perspectives, there is limited research on the experience of fashion shoppers in a mall setting. This study partly fills this gap in the literature by investigating how female fashion shoppers respond to the shopping center environment and commit to mall patronage.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 1
Type: Research Article
ISSN: 1361-2026

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Book part
Publication date: 14 August 2002

Jean-Charles Chebat

Main present models of services on customer loyalty leave little room to emotions; the present paper: 1.(1) Shows a comprehensive picture of the main cognitive components…

Abstract

Main present models of services on customer loyalty leave little room to emotions; the present paper: 1. (1) Shows a comprehensive picture of the main cognitive components of loyalty. 2. (2) Proposes a model of the impact of emotions (mainly pleasure and arousal) on cognitive components. 3. (3) Proposes a paradigm to explain the effects of arousal on pleasure, which, in turn, affects consumers' loyalty.

Details

Essays by Distinguished Marketing Scholars of the Society for Marketing Advances
Type: Book
ISBN: 978-1-84950-148-4

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Article
Publication date: 3 July 2009

Haithem Zourrig and Jean‐Charles Chebat

The purpose of this paper is to discuss the effect of social exchanges between customers that may occur in a queue, on the waiting experience's evaluation and its…

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1555

Abstract

Purpose

The purpose of this paper is to discuss the effect of social exchanges between customers that may occur in a queue, on the waiting experience's evaluation and its implication for the customer service management.

Design/methodology/approach

Extant literature on social exchanges between customers within consumption environment is reviewed pertaining to the interrelationships between customer‐to‐customer interactions, atmospherics' perception and waiting time evaluation. A conceptual model is built upon the reviewed literature illustrating the relationships between main concepts of the study.

Findings

The insights from this work suggest that making interactions between customers more enjoyable may reduce waiting time perception. In contrast, if the customer‐to‐customer interaction is perceived as negative, this may increase the waiting time evaluation.

Research limitations/implications

Albeit conceptual and exploratory in nature, this paper is intended as a beginning for further empirical validation of the effect of customer‐to‐customer interaction on the waiting experience.

Originality/value

Few studies have investigated explicitly the impact of customer‐to‐customer interactions on waiting time evaluation. This paper suggests that social exchanges that may occur in the queue may affect the customer's waiting experience.

Details

International Journal of Quality and Service Sciences, vol. 1 no. 2
Type: Research Article
ISSN: 1756-669X

Keywords

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