Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Money, mavens, time, and price search
T2 - modelling the joint creation of utilitarian and hedonic value in grocery shopping
AU - Collins, Alan
AU - Kavanagh, Ella
AU - Cronin, James
AU - George, Richard
PY - 2014
Y1 - 2014
N2 - This research deductively develops a model of both in-store price search and store deal proneness drawing on hedonic and utilitarian value creation. Based on a sample of 535 US grocery shoppers, the model reveals that in-store price search and store deal proneness share many of the same drivers, amongst these, the value of time being the most important. The opportunity cost of time engaged in price search is explained in terms of shoppers’ financial pressures and role construction as price mavens. Price mavenism influences store deal proneness directly due to its capacity to yield the price information required to build and maintain a role identity, and indirectly through its effect on the opportunity cost of time engaged in price search. The primary implication of the research is that the relationship between time, search, and price mavenism may be best explored by viewing price knowledge, the basis for identity maintenance, as a flow rather than a stock.
AB - This research deductively develops a model of both in-store price search and store deal proneness drawing on hedonic and utilitarian value creation. Based on a sample of 535 US grocery shoppers, the model reveals that in-store price search and store deal proneness share many of the same drivers, amongst these, the value of time being the most important. The opportunity cost of time engaged in price search is explained in terms of shoppers’ financial pressures and role construction as price mavens. Price mavenism influences store deal proneness directly due to its capacity to yield the price information required to build and maintain a role identity, and indirectly through its effect on the opportunity cost of time engaged in price search. The primary implication of the research is that the relationship between time, search, and price mavenism may be best explored by viewing price knowledge, the basis for identity maintenance, as a flow rather than a stock.
KW - grocery
KW - hedonic
KW - utilitarian
KW - maven
KW - identity
KW - price search
U2 - 10.1080/0267257X.2013.839572
DO - 10.1080/0267257X.2013.839572
M3 - Journal article
VL - 30
SP - 719
EP - 746
JO - Journal of Marketing Management
JF - Journal of Marketing Management
SN - 0267-257X
IS - 7-8
ER -