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Perspectives on Shopping Involvement Symposia: Sport Shoppers an Important New Segment

Directory : Faculty : Intellectual Contributions

Intellectual Contribution by Kathy O'Donnell

Contribution Title

Perspectives on Shopping Involvement Symposia: Sport Shoppers an Important New Segment

Conference

Association for Consumer Research

Year

2008

Description

This special session considers shopping involvement within the context of a new typology that addresses the inadequacy of the traditional distinction between situational and dispositional factors in motivation. In the new typology, involvement ranges from situational excitement, through enduring enthusiasm, to obsessive fixation and beyond. In our study Sport Shoppers: An Important New Segment, we attempted to explore a unique retail shopper for whom shopping is similar to sports participation in that the shoppers compete for great deals, they train to improve their performance, they experience a "high" when they perform well, and they are able to recreate that feeling both by continuing to compete and by sharing the tales of their successes with others.

Complete Citation

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