An investigation of retail shopping situations Available to Purchase

Previous situational influence research has focused primarily on consumption/usage behavior leaving many unanswered questions with respect to the nature of this influence on shopping/purchase behavior. The present study, in an application of Magnusson’s interactionist framework, investigates the relationship between the extent to which events that may occur while shopping for clothes are encountered and affective and behavioral reactions to these events. The results reveal that when confronted with disconfirmed expectations regarding various aspects of a shopping situation, consumers are flexible and adapt their behavior to the situation.