Store format choice in an evolving market: role of affect, cognition and involvement
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Date
2009-04-15Author
Singh, Kamaljit Anand
Sinha, Piyush Kumar
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Show full item recordAbstract
Store choice has been studied extensively in the literature, but store format choice
has had limited research attention. The store format choice for bulk grocery
purchase being a rational context is well conceptualized in the Theory of Planned
Behavior (TPB) framework. Attitude behaviour linkages are well explored but
there is rare consensus on the components of attitude, their interrelationship and
resultant impact on conation. The Theory of Reasoned Action has evolved over
time to incorporate perceived behavioral control and past behavior to improve its
explanatory capability as TPB; however, it has maintained its unidimensionalist
approach and has not tested affect and cognition independently for its impact on
behavior. This paper explores a Converging framework of the Affect and
Cognition components of attitude and tests their independent impact on store
format choice behaviour. The results indicate that Affect operates independently
and has stronger impact on format choice especially in more evolved and
familiarized contexts whereas cognitive evaluation is strong in relatively newer
formats. There seems to be an interplay between Cognition and Affect over time
with cognition transitioning into affect as familiarity with choices increases.
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