The thrill of victory: Women and sport shopping. (January 2016) - O'Donnell, Kathleen A.
Abstract: This study explores a new shopper type, 'Sport Shoppers', who are unique in their actions, attitudes and behaviors. We present evidence that these shoppers exhibit behavior similar to that of competitive athletes in that they view bargain shopping as an achievement domain. Data were collected through open-ended surveys, in-depth interviews and closet inventories. Thematic analysis of transcripts was undertaken based on three achievement goal categories; task-oriented, ego-oriented and social approval-oriented. Achievement goal theory is employed to offer an explanation of the Sport Shoppers' behaviors and motivations. We argue the Sport Shopper is an economically viable and important shopper for fashion retailers to target. Highlights: This study explores a new shopper type. Sport Shoppers are unique in their actions, attitudes and behaviors. Sport Shoppers exhibit behavior similar to that of competitive athletes. Achievement goal theory is used explain the Sport Shoppers' behaviors and motivations. The Sport Shopper is an economically viable and important shopper.