Kummer, Claudia

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Kummer, Claudia
Visiting Lecturer at Széchenyi István University in Györ
Young Science Ambassador
Verband der Marktforscher Österreichs
Akademische Titel
Ehemalige FH Mitarbeiterin
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Scopus Author ID
37077608700
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exstaff

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2014 2014 0.0 0.0 0.2 0.2 0.4 0.4 0.6 0.6 0.8 0.8 1.0 1.0

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    Publication
    Cognitive fit, retail shopper confusion, and shopping value: Empirical investigation
    (Elsevier, 2014-10-29)
    Garaus, Marion 
    ;
    Wagner, Udo 
    ;
    Kummer, Claudia 
    Shopper confusion represents a mental state often occurring in shopping situations. While extant research focuses on product-related consumer confusion, the current investigation examines store environmental retail shopper confusion. Combining research streams on store environment, environmental psychology, and categorization theory, the authors build a conceptual retail shopper confusion framework. An analysis of expert interviews and open-ended questionnaires distributed to grocery shoppers reveals a classification of retail shopper confusion causes into ambient, design, and social factors, as characterized by the environmental properties variety, novelty, complexity, and conflict. A mediation analysis by means of structural equation modeling confirms the mediating role of retail shopper confusion between cognitive fit with an environment and shopping value. Retail shopper confusion thus explains why shoppers experience low hedonic and utilitarian shopping values in certain shopping situations.
      205  1Scopus© Citations 67