The thrill of victory: Women and sport shopping

O'Donnell, Kathleen, Strebel, Judi, & Mortimer, Gary (2016) The thrill of victory: Women and sport shopping. Journal of Retailing and Consumer Services, 28, pp. 240-251.

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This study explores a new shopper type, ‘Sport Shoppers’, who are unique in their actions, attitudes and behaviors. We present evidence that these shoppers exhibit behavior similar to that of competitive athletes in that they view bargain shopping as an achievement domain. Data were collected through open-ended surveys, in-depth interviews and closet inventories. Thematic analysis of transcripts was undertaken based on three achievement goal categories; task-oriented, ego-oriented and social approval-oriented. Achievement goal theory is employed to offer an explanation of the Sport Shoppers’ behaviors and motivations. We argue the Sport Shopper is an economically viable and important shopper for fashion retailers to target.

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ID Code: 89180
Item Type: Journal Article
Refereed: Yes
Keywords: Fashion Shopping, Retail, Bargain Shopping, Segmentation, Achievement Goal Theory
DOI: 10.1016/j.jretconser.2015.10.005
ISSN: 0969-6989
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2015 Elsevier
Deposited On: 16 Oct 2015 03:53
Last Modified: 20 Nov 2015 11:34

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