Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2021 Annual Conference

Variety of shopping modes: Explaining consumers’ adoption of diverse shopping strategies from an optimum stimulation level perspective

Published: May 25, 2021


Jean-Philippe Charron, Universidad Autónoma de Madrid; Ignacio Redondo, Universidad Autónoma de Madrid


Technological advances have empowered consumers to use multiple shopping modes and retailers to increase their profitability through multichannel strategies. But pressure to reduce prices and provide costly services is seriously threatening the margins of many retailers. In an increasingly competitive environment, it is important to examine which shopping modes satisfy heterogeneous consumer preferences and which adaptation strategies provide better expectations for retailers. Our conceptual framework, consistent with the optimal stimulation level theory, proposes that the variety of shopping modes is attributable to the overall variety of consumer behavior. Our empirical research shows that a large majority of consumers prefer a low variety of shopping modes and confirms that this tendency is indeed linked to low levels of variety seeking in different behavioral areas.


Authors wish to thank AIMC (Asociación para la Investigación de Medios de Comunicación) for its crucial support in managing the collection, monitoring, and processing of the data used in this study.