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From Psychology to Marketing, Using the Repertory Grid Technique to Understand and Provide a Fresh Perspective on the Online Fashion Shopping Experience

From Psychology to Marketing, Using the Repertory Grid Technique to Understand and Provide a Fresh Perspective on the Online Fashion Shopping Experience

Kawaf, Fatema ORCID: 0000-0002-7089-7816 and Tagg, Stephen (2013) From Psychology to Marketing, Using the Repertory Grid Technique to Understand and Provide a Fresh Perspective on the Online Fashion Shopping Experience. In: Academy of Marketing Conference. Marketing Conference Services.

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Abstract

In Consumer Research, it is hard to avoid mother disciplines such as Psychology and Sociology. This piece has its roots from Environmental Psychology; it builds on stimuli-response relations but is employed in the modern concept of ‘FASHIONSCAPE' i.e. the online fashion shopping environment. Believing that the best person to educate us about consumers are consumers themselves, this paper adopted George Kelly's Personal Construct Theory and employed the Repertory Grid technique to gain a deeper understanding of the overall shopping experience. All participants attended a one-to-one interview which generated one grid each. Content analysis of sixteen grids shows a new categorization of the components of the shopping experience, this includes Situational constructs, Elements-descriptive constructs, Risk, certainty and confidence constructs, Emotional constructs and Behavioural constructs with emotional constructs being the deepest that are formed via ‘laddering' (asking how and why questions). Moreover, analysis of web-elements (characteristics) shows that digital zooming/ 3D images and catwalk videos are two main influential factors on the buying decision whereas the attractiveness of social media integration, customer reviews, and chat with advisers is varying. This endeavour provides a fresh consumer-centric perspective on the shopping experience as lived by consumers and using their own words.

Item Type: Conference Proceedings
Title of Proceedings: Academy of Marketing Conference
Uncontrolled Keywords: Online Fashion Marketing, Experience, Online Consumer Behaviour, Repertory Grid, Shopping Environment, Web atmospherics
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 10 Apr 2018 15:00
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/19534

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