Does placing a display of complementary condiments (e.g., ketchup, mustard, buns,etc.) next to a display of hamburgers make shoppers more likely to attend to the hamburgers? Prior work has established that in-store marketing strategies play an important role in drawing attention to products in a retail setting. Building on this research, the present study develops a framework to better understand how shoppers in a natural retail environment attend to displays of complementary products, and how this attention transfers to a focal product. The results suggest that assortment complexity of a display positively affects initial attention capture. Further, initial attention capture leads shoppers to spend longer evaluating the complementary products in the display, which, in turn, increases evaluation and choice of the focal product. As such, our framework indicates that complementary product displays can be effective at increasing attention to and choice of an associated focal product.

The business press and academics have written many obituaries for traditional retail, (i.e., “Warren Buffett just confirmed the death of retail as we know it”; Business Insider 2017). Many suggest that traditional retail is being ‘killed’ by digital (Kara 2017; Adweek “Bad news, Brick –and-Mortar Stores: The Internet Finally has you Beat”). Not only merchandise stores, but whole industries have been transformed due to the internet – particularly books/music/movies (McCracken 2011) and theaters (Moore 2017). Nearly all products can be bought online, as well as many services. While many proclaim the death of traditional retail, others are stating that “Why Technology Won’t Kill Brick and Mortar Retailers” (Forbes 2018) and “Online Shopping Hasn’t Killed Brick-and Mortar Retailers” (ABC News 2018). One thing is common among the proponents of B&M retailers is that the shopping experience itself is a competitive advantage. Industry experts have suggested that physical retail not focus only on the merchandise offering but also the experience – “Physical Retail Isn’t Dead. Boring Retail Is.” (Dennis 2018). Interestingly, although prior research has focused on exploring and measuring specific elements of consumer experience, there is little knowledge regarding how to identify and measure all factors that go into consumers’ experiential outcomes in retail, events, etc. The present study seeks to address this gap by creating and testing a holistic measure of consumer experience. In particular, we create an experience scale that measures 6-dimensions of consumer experience across a variety of contexts: affective, cognitive, behavioral, sensory, and social/self-identity. In study 1, we validate this scale in the context of retail shopping. In study 2, we validate the scale in the context of a music concert. It appears that a general scale of experiential consumption/shopping is indeed possible. However, a discussion of the dimensionality of the scale need be conducted before further construction. Examination of the most common six dimensions (Affect, Cognitive, Behavior, Sensory, Social, and Relate) were empirically examined herein. The empirical results suggest that some of these dimensions may be inseparable or perhaps antecedent, or at minimal highly related. In particular, the affective, relate (self-identification) and sensory dimensions appear to overlap within the EFA. There seem to be two potential explanations for this: (1) the dimensions are simply conceptually overlapping and need to be measured more precisely and/or (2) one is antecedent to the other. Discussion among the authors (which we hope for input from the conference attendees), is that perhaps sensory experiences are antecedent to affect and one or both may be antecedent to self-identification. In addition, the social aspects might be antecedent to affective and cognitive dimensions. Each dimension appears to have high correlation with brand equity/loyalty as per Brun et al. (2017). 

Purpose Intellectual property theft amounts to billions of dollars per year worldwide. The first step in stemming this loss is to understand the underlying precursors of this behavior. This paper aims to propose and test a model of consumer choice to purchase or pirate intellectual property, specifically music. This paper combines and applies the theory of reasoned action (TRA) and Becker's theory of crime to develop a more comprehensive model of digital piracy behavior. Culture was tested as an antecedent to the attitudes and the perceptions of risk associated with music piracy. Design/methodology/approach A survey of 4,618 participants was conducted across 23 countries. Construct measures were validated using confirmatory factor analysis in LISREL. A conceptual model was tested using logistic structural equation modeling in MPlus. Respondents were asked about the last music they acquired to test a behavioral model of music piracy. Findings The results indicated that culture, specifically rule orientation and uncertainty avoidance, had a significant impact on attitudes toward the music industry, ethical perceptions of music piracy and risk perceptions. Respondents' ethical perceptions of downloading had the highest impact on music piracy behavior. The personal/copy risk associated with the illegal downloading of music had a significant impact while the relative channel risk did not. The market value, quality and selection also had a significant impact on downloading behavior, as did the respondent's ability to find and download music. Research limitations/implications - While this paper was limited by focusing on the illegal downloading of music, the results can provide guidance in the design of future research concerning the piracy and unlicensed downloading of other types of intellectual properties such as movies/videos, TV, paywall content and e-books. Practical implications - In recent years, improved access to music and video through online streaming and online stores has significantly decreased music piracy. This research indicated that further inroads into this behavior could be made through better online purchase access and through consumer education about the ethics and results of digital downloading. Further, efforts are more efficient by targeting cultures with lower levels of rule orientation with ethics education and targeted risk messages in countries with higher uncertainty avoidance. Social implications Yearly losses to the music industry amount to about $5-29bn. Many find music and video downloading and "sharing" as acceptable. The model developed in this research has implications to affect this mass loss of revenue to the music industry and perhaps the societal view of downloading behavior that is illegal but commonly accepted. Originality/value This model is the first to integrate cultural aspects into models of digital piracy. In addition, the model is developed from a strong theoretical base (TRA and Becker's theory of crime) to integrate multiple antecedents to intellectual property theft research.