Measurement Issues For Compulsive Buying Assessment: the Impact of Hot Vs Cold Mode on Gender Difference

Fabrice Pombet, Department of Management, School of Business and Economics, University of Exeter, UK
Stephen K. Tagg, Department of Marketing, Strathclyde University, UK
Compulsive buying questionnaire scores were compared between two modes (mall intercept, i.e. “hot”, and self-completion survey away from the shopping scene, i.e. “cold”) by aggregating the results of four separate studies. Exploratory results show a higher amplitude gender difference in cold mode than in hot one. Some hypothesis are formulated in order to explain why such an unexpected discrepancy occurred between the two operational modes. In particular, it is suggested that different affect priming could be triggered by these two modes, thus eliciting different responses from male and female respondents.
[ to cite ]:
Fabrice Pombet and Stephen K. Tagg (2007) ,"Measurement Issues For Compulsive Buying Assessment: the Impact of Hot Vs Cold Mode on Gender Difference", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 391-393.