Opin vísindi

The marketing firm: Retailer and consumer contingencies

The marketing firm: Retailer and consumer contingencies

Title: The marketing firm: Retailer and consumer contingencies
Author: Larsen, Nils Magne
Sigurdsson, Valdimar   orcid.org/0000-0002-2420-4863
Breivik, Jørgen
Fagerstrøm, Asle
Foxall, Gordon   orcid.org/0000-0002-3572-6456
Date: 2019-07-24
Language: English
Scope: 203-215
University/Institute: Háskólinn í Reykjavík
Reykjavik University
School: Viðskiptadeild (HR)
School of Business (RU)
Series: Managerial and Decision Economics;41(2)
ISSN: 0143-6570
1099-1468 (eISSN)
DOI: 10.1002/mde.3053
Subject: Management of Technology and Innovation; Management Science and Operations Research; Strategy and Management; Business and International Management; Stores, Retail; Costs; Efficiency; Consumers; Consumer behavior; Marketing; Stjórnun; Markaðsfræði; Verslanir; Smásala; Skilvirkni; Viðskiptavinir; Kauphegðun; Neytendahegðun
URI: https://hdl.handle.net/20.500.11815/2467

Show full item record


Larsen, N. M., Sigurdsson, V., Breivik, J., Fagerstrom, A., & Foxall, G. R. (2020). The marketing firm: Retailer and consumer contingencies. Managerial and Decision Economics, 41(2), 203–215. https://doi.org/10.1002/mde.3053


Efficiency has emerged as an important consumer value and thus has increased the importance of the in-store search as one facet of consumer transaction costs. This paper contributes to the development of a marketing theory of the firm by analyzing the consumers' in-store efficiency ratios and the retailers' natural sources of resistance to offer efficiency to all of their customers. We propose new behavioral metrics for consumer transaction costs. Our data from the behavioral tracking of 497 complete shopping trips reveal more transaction costs for quick shopping trips than for regular shopping trips, which demonstrates friction between retail and consumer transaction costs for quick trips.


Publisher's version (útgefin grein)


This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited

Files in this item

This item appears in the following Collection(s)