Journal
JOURNAL OF CONSUMER RESEARCH
Volume 36, Issue 3, Pages 478-493Publisher
UNIV CHICAGO PRESS
DOI: 10.1086/599046
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We examine three sets of established behavioral hypotheses about consumers' in-store behavior using field data on grocery store shopping paths and purchases. Our results provide field evidence for the following empirical regularities. First, as consumers spend more time in the store, they become more purposeful-they are less likely to spend time on exploration and more likely to shop/buy. Second, consistent with licensing behavior, after purchasing virtue categories, consumers are more likely to shop at locations that carry vice categories. Third, the presence of other shoppers attracts consumers toward a store zone but reduces consumers' tendency to shop there.
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