Identifying the Picky Shopper

We define pickiness and develop a scale to measure this trait. We find that pickier shoppers form smaller consideration set, exhibit less product-switching behavior, and are more likely to spread negative word of mouth. In addition, pickier shoppers care about a wider range of horizontal attributes than maximizers.


Andong Cheng, Hans Baumgartner, and Margaret Meloy (2018) ,"Identifying the Picky Shopper", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 269-270.


Andong Cheng, University of Delaware, USA
Hans Baumgartner, Penn State University, USA
Margaret Meloy, Penn State University, USA


E - European Advances in Consumer Research Volume 11 | 2018

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