Journal of Retailing 85 (3, 2009) 239244

Editorial

Consumer Behavior and Retailing

Consumer behavior can be dened as the totality of consumers decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human decision making units (Hoyer and MacInnis 2010). Clearly, consumer behavior frequently involves decisions within retailing contexts and/or with retail phenomena serving as boundary or framing conditions. As the denition of consumer behavior implies, the scope of human behaviors that can be called consumer behavior is wide and the contents of this special issue certainly are reective of that breadth. For example, the topics and research perspectives exemplied by the articles in this special issue range from an ethnographic investigation of a retail brandstore to experimental laboratory studies of money and time effect differences on consumer search. It is generally recognized that consumer research consumption contexts play a prominent role in theorizing (Deighton 2007). Germaine to the present effort and this collection of articles, the interface between the overlapping domains of consumer behavior and retailing takes on greater importance when retailing strategy is considered. Clearly, the importance of understanding consumer behavior has never been more important to retailers (Puccinelli et al. 2009). In particular, effective retail strategy satises consumer needs better than competitors strategies and, thus, understanding consumer needs and buying behavior is critical for effective retail decision making, as well as the subsequent development and implementation of retail strategy (Levy and Weitz 2007). With these issues in mind, this special issue of the Journal of Retailing was planned with the objective of publishing work which would promote thinking and research regarding consumer phenomena within retailing contexts. The overall goal was to encourage consumer research regarding the complexities and dynamics of consumer responses and behavior as consumers operate within varying retail environments. A secondary objective was to encourage consumer researchers, who might not normally consider the Journal of Retailing as a publication alternative for their research, to submit manuscripts and, as such, to broaden interest in the Journal. The following mix of 13 papers (from the 86 submissions received) emerged from the review process. We have organized these manuscripts into four general categories: (1) information processing, (2) affect and trait inuences, (3) promotion, and (4) retail image and customer loyalty.

We are thankful to the editors of the Journal of Retailing, James R. Brown of West Virginia University and Rajiv P. Dant of the University of Oklahoma, for their encouragement and the initiation of the Special Issue. In addition, we are most appreciative to the many reviewers who assisted in the processing of manuscripts. Their work in improving the accepted papers and in processing the large number of submissions has been instrumental in the development of this issue and we are very grateful for their assistance. Their names and universities are listed at the end of this brief special issue introduction. Information processing The consumer behavior literature documents extensive research regarding how consumers process information and how such processing affects search (Moorthy, Ratchford, and Talukdar 1997), product evaluations, behavioral intentions, and choice. The rst four papers included in the special issue address these topics as related to varying retail contexts. In the rst paper included in the special issue, Monga and Saini (2009) investigate the extent to which the currency of search (time versus money) moderates the relationships between search costs and search benets and consumers willingness to search. The research has important implications for retailers and their efforts to appeal to consumers in both traditional retail environments and in online situations. They demonstrate experimentally that willingness to search is less sensitive to changes in costs and payoffs when search is conducted by spending time rather than money. Burton, Howlett, and Tangari (2009) investigate, in three different studies, the accuracy of consumer estimates regarding calorie, fat, and sodium content of quick service meals, a large segment of the retail environment. Importantly, the studies reveal how objective nutrition information inuences product evaluations, intentions, and choice. Overall, their results demonstrate the effects of disconrmed expectations when objective nutrition information is provided. Soldout product conditions are a common occurrence in retail settings (Fitzsimons 2000). In the article by Ge, Messinger, and Li (2009), three experiments investigate the effects of soldout conditions on consumer preferences and decisions. Their results relate to subsequent demand for similar available products and to outcomes the authors label as immediacy effects and

0022-4359/$ see front matter 2009 New York University. Published by Elsevier Inc. All rights reserved. doi:10.1016/j.jretai.2009.07.002

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Editorial / Journal of Retailing 85 (3, 2009) 239244

informational cascades effects. Lastly, Boyd and Bahn (2009) report the results of two experiments designed to test predictions derived from the heuristic-systematic model (Chen and Chaiken 1999) of information processing. Specically, and in an extension of Chernev (2006) and others who have investigated product assortment effects on consumer evaluations and choice, the two studies investigate the effects of risk and variety (experiment 1), as well as assortment size and measured need for stimulation (experiment 2). Overall, the ndings reveal several information processing benets associated with large product assortments which may accrue to retail shoppers. Affect and trait inuences Three loosely related articles are included in our second section entitled Affect and trait inuences. Clearly, consumer researchers devote considerable attention to affective tendencies and individual trait inuences (Cohen and Areni 1991). Consistent with prior consumer research, the three articles in this section focus upon various aspects of compulsive buying, mood and feelings, and dysfunctional consumer behavior within diverse retail environment contexts. Emotions are central to the actions of both consumers and managers (Bagozzi, Gopinath, and Nyer 1999). Likewise, individual consumer traits, such as compulsiveness and aggressiveness investigated in these articles, also impact consumer behavior in retail contexts. To begin, Kukar-Kinney, Ridgway, and Monroe (2009) investigate the relationship between Internet buying and compulsive buying. Based on both survey information and actual purchase data from a group of e-tail customers, cluster analyses revealed that measures of shopping and buying motives can serve as an effective segmentation approach for online retailers. A series of implications from the research are offered regarding the development of various communication strategies. Arnold and Reynolds (2009) report ndings from two studies (including both a laboratory study and a eld study) which focus upon promotion and prevention orientations and mood regulation abilities. The research also investigates the relationships between the two regulatory focus orientations and mood monitoring, clarity and repair, as well as perceptions of hedonic and utilitarian shopping values. Reynolds and Harris (2009), using survey responses from 380 consumers, employ structural equation modeling to investigate a series of proposed theoretical relationships. Briey, the article describes correlates of dysfunctional consumer behavior taken from their study of actual dysfunctional incidents. The authors also offer several interesting suggestions for improving managerial practices related to customer service. Promotion effects Given that the impact of promotions on sales is often tangible and immediate coupons and price discounts are attractive to retailers as a reliable means of increasing sales (Neslin 2002). Research into the effects of price promotions, including price discounts and coupons, has been extensive (Monroe 2003). The two articles in this section build upon this research by study-

ing the effects of price discount locations and important social aspects of coupon redemption. First, and in a series of three studies, DelVecchio, Lakshmanan, and Krishnan (2009) address several interesting questions regarding differences between proximal discounts (i.e., discount information adjacent to regular price information) versus distal discounts (i.e., discount information is physically separated). The results of their research reveal, among other ndings, that distal discounts result in higher price estimates and that on-pack discounts offer the potential for enhancing low-price store images. Brumbaugh and Rosa (2009) investigate the effects of perceived discrimination and metacognitions regarding what consumers think the cashier thinks, on feelings of embarrassment and condence associated with the use of coupons. The effects of perceived discrimination and metaperceptions were reported; moreover, these effects were found to vary across racial and socio-economic groups. The article concludes with a series of implications for improving retail environments and enhancing coupon redemption behavior. Retail image and customer loyalty The last four articles address retail brand image and customer loyalty topics. Retailer brand equity and strength are based heavily upon a well known and positive brand image, as well as a loyal and protable customer base (Keller 2008). The remaining papers provide a series of interesting and important insights regarding our understanding of these determinants of strong retailer brands and demonstrate the signicance of consumer research to furthering our knowledge of retail brands and customer loyalty. To begin, Borghini et al. (2009) report the results of an ethnographic study focused upon the themed brand retail environment, American Girl Place. The authors nd that retail brand ideology is based upon the varied moral and social values reected throughout the physical retail environment. As their qualitative data reveal and their article effectively argues, retailers should consider more multi-faceted depictions of their brands, as opposed to more focused and single-minded positioning strategies. In a second article, the relationships between retailer ofine and online images are investigated by Kwon and Lennon (2009). Based upon the results of two experiments, their ndings demonstrate the important inuence of ofine brand image on online beliefs. Likewise, positive and negative online performance impacts subsequent beliefs for both traditional and online channels. In addition, and similar to other ndings in consumer research (Ahluwalia 2002; Mizerski 1982; Patrick, MacInnis, and Park 2007), both ofine and online attitudes are impacted signicantly by negative information. Retailer loyalty programs are now pervasive in the marketplace. Their increasing growth is evidence of their appeal to consumers and their benet to retailers. Based upon a survey of 481 customers of a regional supermarket chain, Demoulin and Zidda (2009) investigate determinants of likelihood of adoption and the time to adoption as aspects of the loyalty card adoption process. The results indicate that primary determinants of

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adoption include commitment to the store, perceived risk, and perceived complexity of the loyalty program. The remaining article in the special issue reports the results of three studies, using both survey data in studies 1 and 2 and, for study 3, aggregated data involving 71 stores. Specically, Chaudhuri and Ligas (2009) investigate the positive relationships among merchandise value, affect, and both repurchase loyalty and attitudinal loyalty. In addition, the effects of attitudinal loyalty on willingness to pay a premium are demonstrated, while evidence is also reported that retailer differentiation moderates the effect of merchandise value on store affect. Implications for future research Each of the 13 articles in this special issue offers a variety of ideas for future research, as well as implications for retail practice. Below, we offer some additional research topics pertaining to the four categories covered in this special issue: (1) information processing, (2) affect and trait inuences, (3) promotion, and (4) retail image and customer loyalty. Future research regarding consumer information processing and retailing could consider the ways in which consumers process information from Twitter, blogs, and social network sites such as Facebook and MySpace. In addition, research is warranted regarding how consumers process price information sorted in different manners. For example, researchers are encouraged to understand the effects of sorting prices from high to low versus from low to high and how this sorting affects consumer behavior. Researchers interested in affect and its impact on retailing should consider studying consumer emotional intelligence which has recently received interest from consumer researchers (Kidwell, Hardesty, and Childers 2008a, 2008b). Specically, emotional intelligence has been shown to aid consumer decision making as well as reduce caloric intake (Kidwell, Hardesty, and Childers 2008a). Moreover, being emotionally calibrated reduces the impact of impulsive behavior and the effectiveness of the vividness of food displays (Kidwell, Hardesty, and Childers 2008b). Future research could be conducted to assess the role of consumer emotional intelligence with respect to the persuasiveness of retail advertising and retail sales tactics. These investigations may lend insights into the degree to which consumer emotional intelligence aids consumers from being unnecessarily impacted by retailer persuasion attempts. Retailing research related to promotion could investigate how far consumers are willing to travel to save money at retail stores. Additional research is also warranted regarding how consumers respond to easy to compute price discounts ($5.00$4.00) versus more difcult to compute price promotions ($4.97$3.96). Finally, research might be conducted to understand the word signals provided by retailers (e.g., Blowout Sale) and how consumers respond to these promotion signals. Research related to retail image and customer loyalty might investigate how consumers respond to receiving a better deal than someone else in the marketplace and their resulting perceptions of fairness toward the retailer. Future research might also extend the work by Tsiros and Hardesty (forthcoming) to

determine the impact that a steadily decreasing discounting tactic has on consumer store loyalty and the image that consumers associate with the long-term use of this tactic. Finally, research is warranted investigating the effects of retailer trade promotions offering incentives and consumer reactions toward these incentives. The extensive review by Puccinelli et al. (2009) offers a comprehensive summary of issues worthy of future research. Overlapping with the outline of this Special Issue, Puccinelli et al. (2009, p. 17) organize their suggestions for future research in terms of goals, memory, involvement, attitudes, affect, atmospherics, and attributions. Our own experiences suggest that, among the ideas listed, the following topics appear particularly deserving of attention by consumer researchers: the effects on decision-making of congruity of shopping goals and retail environments, the role of consumer attributions in the formation of satisfaction judgments, and the inuence of in-store sales promotions on product evaluations and decision-making. In addition, consumer researchers should investigate non-traditional alternative decision processes within retailing contexts similar to the four-phase circular decision journey perspectives identied by Court et al. (2009). Reviewers The Editors and Guest Editors would like to express their sincere appreciation to the following reviewers who provided expert advice with respect to the manuscripts submitted for publication consideration. Their time and effort were instrumental in the development of this Special Issue of the Journal of Retailing.
Dale Kusum Bruce Chris Mark Eduardo Craig Mark Todd Eric Henry Barry Julie Tom Mike Sharon Ray Matt Abhijit Hulda Elizabeth Julia Jim Paula Andre Gal Amanda Michael Karin Steven Achabal Ailawadi Alford Allen Alpert Andrade Andrews Arnold Arnold Arnould Assael Babin Baker Baker Barone Beatty Benedicktus Bernthal Biswas Black Blair Blose Boles Bone Bonfrer Bonnin Bower Brady Braunsberger Brown Santa Clara University Dartmouth College Louisiana Tech University University of Cincinnati University of Texas Austin University of California Berkeley Marquette University Saint Louis University Oklahoma State University University of Wyoming New York University Louisiana Tech University Texas Christian University Clemson University University of Louisville University of Alabama Florida State University University of South Carolina Wayne State University University of Kentucky Ohio University College of Charleston Georgia State University West Virginia University Singapore Management University Edhec Business School Washington and Lee University Florida State University University of South Florida University of Houston

242 Al James Alan Ron Meg Brad Jay Les Rajesh Jean-Charles Allan Cathy Larry June Anthony David Darren Lenita Albert Devon Michelle Paul Kristin Todd Pam Brian Jennifer Hooman Michael Paul Larry O. C. Robert Leisa John Traci Shankar Ellen Judith Anne James Mary Ron Joe Ronald Stephen Dhruv Mitch Steve Julie Michael Gregory Rebecca Jay Richard Eric Kelly Diana Carrie Ron Kelly Charlie Doug Elizabeth Sam Michael Gary Gopal Burns Burroughs Bush Bush Campbell Carlson Carlson Carlson Chandrashekaran Chebat Chen Cole Compeau Cotte Cox Crockett Dahl Davis Della Bitta DelVecchio DeMoss Dholakia Diehl Donovan Ellen Engelland Escalas Estalami Etzel Farris Feick Ferrell Fisher Flynn Ford Freling Ganesan Garborino Garretson Folse Gentry Gilly Goldsmith Goodman Goodstein Goodwin Grewal Grifn Grove Guidry Guiry Gundlach Hamilton Handelman Hanna Harris Haws Haytko Heilman Hess Hewett Hofacker Hoffman Howlett Hui Hui Hunter Iyer

Editorial / Journal of Retailing 85 (3, 2009) 239244 Louisiana State University University of Virginia University of Memphis University of West Florida University of Colorado Texas Tech University Union College Clemson University Fairleigh Dickinson University HEC Montreal Texas A&M University University of Iowa Clarkson University University of Western Ontario Indiana University IUPUI University of South Carolina University of British Columbia University of Alabama University of Rhode Island Miami (Ohio) University Stetson University Rice University University of Southern California Colorado State University Georgia State University Mississippi State University Vanderbilt University Fordham University University of Notre Dame University of Virginia University of Pittsburgh University of New Mexico University of Western Ontario Florida State University Old Dominion University University of Texas Arlington University of Arizona Case Western Reserve University Louisiana State University University of Nebraska University of California Irvine Florida State University Washington University in St. Louis Georgetown University Illinois State University Babson College Bradley University Clemson University Louisiana State University Ramapo College University of North Florida University of Maryland Queens University Northeastern University Pittsburgh State University Texas A&M University Missouri State University University of Virginia College of William & Mary Bank of America Florida State University Colorado State University University of Arkansas University of Pennsylvania Chinese University of Hong Kong Illinois State University Florida Atlantic University Haeran Robert Jean Mike Lynn Velitchka Wagner Patrick Carol James Roger Blair Ginny Tracey Yuliya Nevena Robert Ram Balaji Monica V. Charles Stacy Tim Tatiana Michael Donnie Joan Tina Michael Jason Karen Selin Raj Tamara Ken Marlys Trey Sarah Tridib Rick Martin Vikas Anthony Bruce Sonia Ashwani Todd Margeurite Rob Maureen Vicki Dave Carol Francis Albert Vishal Gergana Jennifer Leonardo Ron Dave Amy Cele Jae Jewell Johnson Jones Kahle Kaltcheva Kamakura Kaufmann KaufmanScarborough Kellaris Kerin Kidwell Kidwell King Komarova Koukova Kozinets Krishnan Krishnan Kukar-Kinney Kumar Lamb Landreth Grau Landry Levit Levy Lichtenstein Lindsey-Mulliken Lowrey Luckett Lueg Machleit Malkoc Manchanda Mangleburg Manning Mason Maxham Maxwell Mazumdar McFarland Mende Mittal Miyazaki Money Monga Monga Mooradian Moore Morgan Morrin Morwitz Mothersbaugh Motley Mulhern Muniz Narayan Nenkov Nevins Nicolao Niedrich Ortinau Ostrom Otnes Virginia Commonwealth University Kent State University Washington State University University of Tennessee Chattanooga University of Oregon Loyola Marymount University Duke University Boston University Rutgers University University of Cincinnati Southern Methodist University University of Kentucky University of Kentucky American University University of South Carolina Lehigh University York University University of Miami University of Memphis University of Richmond Georgia State University Texas Christian University Texas Christian University University of Alabama Huntsville University of Regina Babson College University of Colorado California Polytechnic State University University of Texas San Antonio University of South Florida Mississippi State University University of Cincinnati University of Minnesota University of Manitoba Florida Atlantic University Colorado State University Oklahoma State University University of Virginia Fordham University Syracuse University Kansas State University University of Kentucky Rice University Florida International University Brigham Young University University of South Carolina University of South Carolina College of William & Mary University of South Carolina University of Alabama Rutgers University New York University University of Alabama Florida A&M University Northwestern University DePaul University Cornell University Boston College Appalachian State University University of Texas Austin Louisiana State University University of South Florida Arizona State University University of Illinois

Editorial / Journal of Retailing 85 (3, 2009) 239244 Rob Mark Joann Barbara Ron Nicole Thom Kate Cait Chris Suresh Brian Joe Kristy Nancy Shannon Anne Greg Randy Bill John Jason David Maura Kathleen Raj Arun Simon Danny Tim Jagdip Joseph K Laura Michael Joel Jeabohm Tracy Scott David Valerie Kelly Brian Michael Gulden Ana Sajeev Alladi Peter Glenn Janet Rebecca Gianfranco Sijun James Danny Barton Jerome Russ Joyce Nancy Charlie Palmatier Parry Peck Phillips Pimentel Ponder Porter Pounders Poyner Pullig Ramanathan Ratchford Redden Reynolds Ridgway Rinaldo Roggeveen Rose Rose Ross Rossiter Rowe Schumann Scott Seiders Sethuraman Sharma Sheng Sherrill Silk Singh Sirgy Sivakumar Smarandescu Solomon Steckel Suh Suter Swain Szymanksi Taylor Tian Tietje Tsiros Ulkumen Valenzuela Varki Venkatesh Verhoef Voss Wagner Walker Naylor Walsh Wang Ward Weathers Weitz Williams Winer Wolburg Wong Wood University of Washington University of Washington University of Wisconsin University of Saskatchuan California State University Mississippi State University University of North Carolina Wilmington Louisiana State University University of Pittsburgh Baylor University University of Chicago University of Texas Dallas University of Minnesota University of Alabama University of Richmond Texas Tech University Babson College University of Washington University of South Carolina Penn State University University of Wollongong University of Kentucky University of Tennessee University of Kentucky Boston College Southern Methodist University University of Miami Adelphi University University of Memphis University of British Columbia Case Western Reserve University Virginia Polytechnic Institute & State University Lehigh University Iowa State University Auburn University New York University Kansas State University Oklahoma State Univesity Northeastern University Texas A&M University University of Tennessee Chattanooga New Mexico State University California Polytechnic State University University of Miami University of Southern California Baruch College University of South Florida University of California Irvine University of Groningen Southern Methodist University University of Maryland Ohio State University University of Koblenz Landau California Polytechnic State University Pomona Arizona State University Louisiana State University University of Florida University of Texas New York University Marquette University Georgia Institute of Technology University of Tulsa Lan Richard Gergana Gal Kay Xia Yalch Yordanova Zauberman Zhang Bentley College University of Washington Boston College University of Pennsylvania Bowling Green State University

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Editorial / Journal of Retailing 85 (3, 2009) 239244 Patrick, Vanessa M., Deborah J. MacInnis and C. Whan Park (2007), Not as Happy as I Thought Id Be? Affective Misforecasting and Product Evaluations, Journal of Consumer Research, 33 (March), 4798. Puccinelli, Nancy M., Ronald C. Goodstein, Dhruv Grewal, Robert Price, Priya Raghubir and David Stewart (2009), Customer Experience Management in Retailing: Understanding the Buying Process, Journal of Retailing, 85 (1), 1530. Reynolds, Kate L. and Lloyd C. Harris (2009), Dysfunctional Customer Behavior Severity: An Empirical Examination, Journal of Retailing, 85 (September). Tsiros, Michael and David M. Hardesty, Ending a Price Promotion: Retracting it in One Step or Phasing it out Gradually, Journal of Marketing, in press.

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David M. Hardesty University of Kentucky, United States William O. Bearden University of South Carolina, United States author. E-mail address: david.hardesty@uky.edu (D.M. Hardesty)
Corresponding