Polychronic tendency analysis: a new approach to understanding women's shopping behaviors

Consumer researchers have long known that some shoppers prefer to combine errands on their shopping trips, while others tend to focus on one errand at a time. However, there was no published evidence that similar behaviors occur within a specific shopping situation. Proposes that polychronic tendency analysis (PTA) can provide insights that explain such behaviors. Self‐reports were used to examine adult women's general polychronic tendency and to contrast this with reported polychronic tendencies when shopping for groceries and shopping for clothing to be worn at work. Three strong‐fitting, theoretically sound constructs consisting of multiple simultaneous activity and activity‐changing items were constructed using a structural equation modeling approach. The general, grocery shopping, and clothing shopping models differed from one another. This showed that women have different time use tendencies in different shopping situations. Also demonstrates how situation‐specific survey instruments and the resultant models and measurement scales can be developed using the PTA approach. Offers retail implications.