Influence of Spatial Reference Frame of Store Direction on Preference of Stores Varying in Social Density and Social Distance

Dipankar Rai, SUNY Binghamton, USA
Kalpesh Desai, SUNY Binghamton, USA
Results of six studies reveal that allocentric (egocentric) reference frame in which store directions are presented with reference to other landmarks (self) produces abstract (concrete) construal. This, through saliency of desirability (feasibility) factors related to shopping influences preference for more (less) crowded stores and stores visited by dissimilar (similar) shoppers.
[ to cite ]:
Dipankar Rai and Kalpesh Desai (2014) ,"Influence of Spatial Reference Frame of Store Direction on Preference of Stores Varying in Social Density and Social Distance", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 647-648.