Sport Shoppers: an Important New Segment

Previous research has established the existence of shopping segments based on both economic and hedonic motivations. The present study investigates the proposition that for some individuals, shopping is perceived as a competitive endeavor, or sport at which they excel. We believe that “sport shoppers” are a unique and important segment for which over time, the situational, positive outcomes associated with bargain hunting create a more enduring trait-like involvement that makes shopping a positive facet of their self-concepts. Like other athletes, these individuals train, compete and happily recount the details of their victories with anyone who will listen.


Kathleen O'Donnell and Judi Strebel (2009) ,"Sport Shoppers: an Important New Segment", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 93-96.


Kathleen O'Donnell, San Francisco State University, USA
Judi Strebel, San Francisco State University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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