The Hidden Agenda

Spanjaard, DC; Freeman, LM

The Hidden Agenda

Spanjaard, DC Freeman, LM

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Publisher:: Tayler and Francis Group
Publication Type:: Journal Article
Citation:: International Review of Retail, Distribution and Consumer Research, 2012, 22 (5), pp. 439 - 457
Issue Date:: 2012-01

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Field	Value	Language
dc.contributor.author	Spanjaard, DC	en_US
dc.contributor.author	Freeman, LM	en_US
dc.date.issued	2012-01	en_US
dc.identifier.citation	International Review of Retail, Distribution and Consumer Research, 2012, 22 (5), pp. 439 - 457	en_US
dc.identifier.issn	0959-3969	en_US
dc.identifier.uri	http://hdl.handle.net/10453/22674
dc.description.abstract	In this paper, we demonstrate the complexity of consumer decision-making within the supermarket and use videographic techniques to gain greater insight into this. We propose that grocery shopping, often perceived as a routine behavior, can in fact, become quite complex. The broad pattern emerging from our study was that the less time the participant spent looking at the shelves, the less emotion displayed. Where there was longer time spent, there was also increasing physical interaction with the product and a greater display of mostly negative emotion. We suggest that this presents a conundrum for retailers. Does the lack of emotion indicate little or no commitment to the store and/or brand? Or are they so loyal there is no need for consumer engagement? This exploration suggests that further insight can be gained if the emphasis is on how the consumer interacts with their brands rather than assuming that all grocery decisions are predictive	en_US
dc.publisher	Tayler and Francis Group	en_US
dc.relation.ispartof	International Review of Retail, Distribution and Consumer Research	en_US
dc.relation.isbasedon	10.1007/s10669-014-9509-2	en_US
dc.title	The Hidden Agenda	en_US
dc.type	Journal Article
utslib.citation.volume	5	en_US
utslib.citation.volume	22	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	1506 Tourism	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.consider-herdc	true	en_US
pubs.issue	5	en_US
pubs.volume	22	en_US

Abstract:

In this paper, we demonstrate the complexity of consumer decision-making within the supermarket and use videographic techniques to gain greater insight into this. We propose that grocery shopping, often perceived as a routine behavior, can in fact, become quite complex. The broad pattern emerging from our study was that the less time the participant spent looking at the shelves, the less emotion displayed. Where there was longer time spent, there was also increasing physical interaction with the product and a greater display of mostly negative emotion. We suggest that this presents a conundrum for retailers. Does the lack of emotion indicate little or no commitment to the store and/or brand? Or are they so loyal there is no need for consumer engagement? This exploration suggests that further insight can be gained if the emphasis is on how the consumer interacts with their brands rather than assuming that all grocery decisions are predictive

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/22674