Inner Value Conflicts: Emotional and Behavioral Consequences in a Cross-Border Shopping Context

Liane Nagengast, University of St. Gallen, Switzerland
Thomas Rudolph, University of St. Gallen, Switzerland
Tim Boettger, University of St. Gallen, Switzerland
Although cross-border shopping has enormous impacts on many economies, it has not been investigated from a consumers’ perspective. We show empirically that cross-border shoppers feel inner conflicts that affect their purchase behaviors. Public policy makers can influence these conflicts by actively communicating the reasons for price differences in neighboring countries.
[ to cite ]:
Liane Nagengast, Thomas Rudolph, and Tim Boettger (2013) ,"Inner Value Conflicts: Emotional and Behavioral Consequences in a Cross-Border Shopping Context", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.