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How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study
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How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study
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Journal Article
How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study
2021
Overview
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•Retail crowding changes the composition of the shopping basket.•We use a unique large-scale field dataset on 15,000+ shopping trips.•Perceived crowding positively relates to the share of affect-rich (hedonic) products bought.•Perceived crowding positively relates to the share of national brands bought.
Using data from a large-scale field study, we show that (perceptions of) crowding change(s) the composition of a consumer's shopping basket. Specifically, as shoppers experience more crowding, their shopping basket contains (a) relatively more affect-rich (“hedonic”) products, and (b) relatively more national brands. We offer a plausible dual-process explanation for this phenomenon: Crowding induced distraction limits cognitive capacity, increasing the relative impact of affective responses in purchase decisions. As we are the first to show that level of crowding relates to what shoppers buy (at both product and brand level), the implications of these effects for retailers are discussed.
Publisher
Elsevier Inc,Elsevier Advanced Technology Publications,Elsevier Limited,New York University. Published by Elsevier Inc
Subject
