Inter-American Perspectives from Mall Shoppers

Abstract

This paper explores the behavioral differences and similarities among mall shoppers in Chile and the United States; it examines the variation of situational influence on purchase across countries. A majority of Chilean shoppers visited the mall with a well-developed plan and made purchases accordingly. US shoppers were more spontaneous: nearly half of them made unplanned purchases. The empirical dimensions of the situational variables, such as time spent in the mall and the number of companions, demonstrated differential effects on purchase behavior across the two samples. The results indicate that Chilean shoppers have different purchase patterns compared with shoppers in the US; they are less susceptible to situational influence than shoppers in the US. These findings are discussed in terms of their major implications for marketing practice and their parameters for future research.