KOREASCHOLAR

CONSUMERS’ REACTIONS TO VARIETY REDUCTION IN GROCERY PRODUCT CATEGORIES: A REACTANCE THEORY APPROACH

Paraskevas C. Argouslidis, Dionysios Skarmeas, Antonios Kühn, Alexis Mavrommatis
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315192
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
p.1352
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Drawing on psychological reactance theory, this study examines consumers’ reactions to grocery categories’ variety reductions. Results show negative main effects on post-reduction satisfaction with variety and store patronage intentions, which are moderated by grocery category nature and by consumers’ intrinsic need for variety and attitude toward private label brands.

Keyword
variety reductiongrocery retailingtheory of psychological reactance
Author
  • Paraskevas C. Argouslidis(Athens University of Economics & Business, Greece)
  • Dionysios Skarmeas(Athens University of Economics & Business, Greece)
  • Antonios Kühn(Athens University of Economics & Business, Greece)
  • Alexis Mavrommatis(EADA Business School, Spain)