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Shopping Centre Choice: a Behavioural Perspective

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Shopping Centre Choice: a Behavioural Perspective Durham E-Theses Shopping Centre Choice: A Behavioural Perspective MUNDELL, MARY,LYNN How to cite: MUNDELL, MARY,LYNN (2013) Shopping Centre Choice: A Behavioural Perspective, Durham theses, Durham University. Available at Durham E-Theses Online: http://etheses.dur.ac.uk/7282/ Use policy The full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that: • a full bibliographic reference is made to the original source • a link is made to the metadata record in Durham E-Theses • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders. Please consult the full Durham E-Theses policy for further details. Academic Support Oce, Durham University, University Oce, Old Elvet, Durham DH1 3HP e-mail: [email protected] Tel: +44 0191 334 6107 http://etheses.dur.ac.uk Shopping Centre Choice: A Behavioural Perspective Mary Lynn Mundell Thesis submitted in fulfilment of the Requirements for the degree of Doctor of Philosophy School of Economics, Finance and Business University of Durham 2012 i Statement of Copyright “The copyright of this thesis rests with the author. No quotation from it should be published without the prior written consent and information derived from it should be acknowledged.” Acknowledgements There are a number of people I would like to thank, without whom, this thesis might not have been written. First and foremost I offer my sincerest gratitude to my supervisor, Dr Mike Nicholson, who has encouraged me from the very beginning of my thesis, and throughout, with his guidance, knowledge and patience. Thanks too must go to my good friend and fellow colleague Anthea Christodoulou for help collecting data on a cold November’s day. My heartfelt thanks to my wonderful parents, who have encouraged me to continue and believe in myself and my work, and always be there to support me, and be a shoulder to cry on. Thanks also for the constant supply of cups of tea on weekends writing at home. And my thanks go out to my dearest Chris, for your constant encouragement, love and support, and for your help in making some of my diagrams look great. Dedication To my loved ones, for your never-ending patience, support and love. ii Abstract This thesis examines the use of behavioural and cognitive-behavioural models, to determine whether they can explain consumer shopping centre choice. Two studies were conducted, to examine how well different theoretical models previously used to explain consumer purchase behaviour can explain patronage behaviour with respect to shopping centres. The stimulus- organism-response (SOR) and behavioural perspective model (BPM) were the models examined in this thesis, as the SOR has previously been used to examine store patronage, and the BPM is widely used in consumer research to explain different types of consumer behaviour. Original scale measures were developed across the two studies where necessary to measure variables in new ways. The thesis explores the use of verbal reporting to measure learning history and consequences at an individual level. The BPM presents a good frame with which to explain consumer patronage responses, while the SOR model applied did not. The BPM showed that social and physical stimuli in the environment act as the main drivers of patronage response, with consequences and learning history also offering some contribution to explain this behaviour. The model was extended to consider the effect of behaviour setting stimuli on emotional response, determining that part of the impact of physical and social stimuli on patronage response is mediated by pleasure. The thesis confirmed that the BPM is a suitable model to extend into application for patronage decisions at the shopping centre level, but that it is more applicable at this level when emotional response is also considered. iii Table of Contents Table of Contents Statement of Copyright ............................................................................................................................................... ii Acknowledgements ...................................................................................................................................................... ii Dedication ..................................................................................................................................................................... ii Abstract ........................................................................................................................................................................ iii Table of Contents ....................................................................................................................................................... iv List of Figures ............................................................................................................................................................. vii List of Tables ............................................................................................................................................................. viii Chapter 1. Introduction ............................................................................................................................................ 10 1.1 Research Context ................................................................................................................................................. 11 1.1.1 Historical Retailing in the UK ................................................................................................................... 12 1.1.2 The rise of the shopping centre in the UK.............................................................................................. 14 1.1.3 New Retailing Formats ............................................................................................................................... 16 1.1.4 The Growth of Non-Store Retailing ........................................................................................................ 20 1.2 The Consumption Setting .................................................................................................................................. 23 1.3 The Study Area .................................................................................................................................................... 25 1.4 Research Problem ................................................................................................................................................ 28 1.5 Thesis Structure ................................................................................................................................................... 29 Chapter 2. Literature Review ................................................................................................................................... 31 2.1 Existing models of shopping centre choice .................................................................................................... 31 2.1.1 Retail Geography ......................................................................................................................................... 31 2.1.2 Decision-making Accounts of Patronage ................................................................................................ 46 2.2 Psychological Perspectives of Consumer Behaviour ..................................................................................... 52 2.2.1 Cognitive Theories ...................................................................................................................................... 52 2.2.2 Behavioural Theories .................................................................................................................................. 63 2.2.2.1 Associative Learning: The Stimulus-Response model ................................................................... 68 2.2.2.2 Operant Conditioning: the Response-Consequences model ........................................................ 72 2.2.2.3 The Three-Term Contingency Model............................................................................................... 81 2.2.2.4 The Behavioural Perspective Model ................................................................................................. 83 2.2.3 Cognitivism and Behaviourism ................................................................................................................ 116 2.2.3.1 The Stimulus-Organism-Response Model ..................................................................................... 119 2.3 Conceptual models ............................................................................................................................................ 138 2.3.1 Study 1 ......................................................................................................................................................... 138 Shopping Centre response is affected by situational variables ..................................................................... 138 Shopping Centre response is not affected by situational variables ............................................................. 138 2.3.2 Study 2 Conceptual Model ....................................................................................................................... 139 iv
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