Date of this Version
Journal of Consumer Research
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.
This is a pre-copyedited, author-produced PDF of an article accepted for publication in the Journal of Consumer Research following peer review. The version of record [Hui, S.K., Bradlow, E.T., & Fader, P.S. (2009). Testing Behavioral Hypotheses Using an Integrated Model of Grocery Store Shopping Path and Purchase Behavior. Journal of Consumer Research 36, no. 3: pp. 478-493] is available online at: http://dx.doi.org/10.1086/599046
shopping behavior, Bayesian inference, econometrics
Hui, S. K., Bradlow, E. T., & Fader, P. S. (2009). Testing Behavioral Hypotheses Using an Integrated Model of Grocery Store Shopping Path and Purchase Behavior. Journal of Consumer Research, 36 (3), 478-493. http://dx.doi.org/10.1086/599046
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Date Posted: 25 October 2018
This document has been peer reviewed.