Attitudes Toward Seasonal Sales: an Exploratory Analysis of the Concept and Its Antecedents

Despite its importance to retail executives, little research has been done into the shopping experience during the seasonal sales. The goal of this exploratory study is to identify the antecedents of consumer attitudes toward seasonal sales. Following a review of the literature, 18 interviews were carried out. Content analysis identified 14 determinants of consumer attitudes towards seasonal sales. A quantitative study confirmed these results and built measurements for each antecedents item. In addition, a typology was defined on the basis of these results.

Citation:

Christine Gonzalez and Michael Korchia (2005) ,"Attitudes Toward Seasonal Sales: an Exploratory Analysis of the Concept and Its Antecedents", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 486-491.