1Recreational Shopper Identity: Implications of Recreational Shopping for Consumer Self-Definition

Three groups of shoppers, nonrecreational shoppers, ordinary recreational shoppers, and recreational shopping enthusiasts, who vary in their level of involvement and interest in shopping, are profiled and differentiated in a multi-method study, combining a survey and depth interviews. In Study 1, a Recreational Shopper Identity Scale is developed and used to categorize survey respondents into each shopping group. A comparison of group profiles showed substantial socioeconomic and shopping behavior differences between nonrecreational shoppers and both recreational shopping groups. More importantly, seven of the ten leisure dimensions (mastery, fantasy, escape/enjoyment, compulsion, salesperson, spontaneity, and social) increased in intensity across the three shopping groups. The results suggest that recreational shopping enthusiasts assume a recreational shopping identity as a salient dimension of their self-concepts. In Study 2, the qualitative data provide a phenomenological account of recreational shopping by illustrating how the leisure dimensions are experienced while shopping as well as providing further insight into the nature of the recreational shopping enthusiast. Compared to ordinary recreational shoppers, recreational shopping enthusiasts have prominent, self-proclaimed shopping identities, label their shopping trips as mission shopping, window shopping, and mood shopping, and have a need for uniqueness and desire to be creative that are satisfied in concert by shopping. Taken together, the results of both studies have implications, for attracting and retaining recreational shoppers through store design, promotion, and retail store service. 3Come on you miner (shopper) for truth and delusion, and shine (shop)! (Pink Floy