This page contains details of some of the recent journal article publications by members of the Institute for Retail Studies. Pre-print versions of these articles are available online from the University of Stirling’s Depository (STORRE) in most cases, or contact the author or Leigh Sparks directly.
Juan Carlos Londono, Keri Davies and Jonathan Elms (2017) Extending the Theory of Planned Behavior to examine the role of anticipated negative emotions on channel intention: The case of an embarrassing product. Journal of Retailing and Consumer Services, Vol 36, pp 8-20
The Theory of Planned Behavior (TPB) is successful in predicting consumer intentions for a wide variety of products and behaviors. However, little is known about how effective the TPB is when the behavior under study is embarrassing. To this end, this paper extends the TPB to create a conceptual model to examine the role of anticipated negative emotions on channel intention. An empirical study was conducted whereby the model was tested using survey data on the purchase of Regaine (a hair loss product that is embarrassing to buy) in Boots (a well-known UK multichannel drugstore). The embarrassing nature of Regaine created differences in the importance that emotions played when consumers intend to purchase using face-to-face channels (such as the physical drugstore) as against multichannel options or the internet. The results were analyzed using partial least squares structural equation modelling (PLS-SEM). The effectiveness of the TPB was improved. The variance explained (R2 to intention) was 0.44% for the total sample, 49% for the drugstore, 58.4% for the internet, and 42.5% for multichannel.
Shopping patterns are changing and in evaluating proposals planners need to be thinking about new aspects of shopping patronage and the impact of different location strategies. These impacts will be different for the previous generation of different traffic flows and will affect places differently.We are seeing the reduction of store estates and the search for new formats and locations, so new switching and patr0nage patterns will emerge at the local and the aggregate levels. This, for the most part, is currently hidden from many planners. (See Trading Places section of this blog)