Locus of Control as a Person-Situation mediator in the Consumer Behaviour Context.
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Transcript of Locus of Control as a Person-Situation mediator in the Consumer Behaviour Context.
Locus of Control as a Person-Situation mediator in the Consumer Behaviour Context.
Mary Lynn MundellMike Nicholson
Anthea Christodoulou
Durham Business School, England
Contents Conceptualisation
• Locus of Control• Situational Cues• Determining whether locus of control relates to susceptibility to
situational cues.
Methodology Findings
Locus of Control "Perceived control is defined as a generalised expectancy for
internal as opposed to external control of reinforcements" [1]
More Externally-Oriented
More Internally-Oriented
Belief that events occur as a result of luck, fate, chance or some other outside force
Perceives events as occurring as a result of their own actions.
1. Lefcourt, H.M. (1976). Locus of Control: Current Trends in Theory and Research New Jersey: Lawrence Erlbaum Associates.
Situational Affect on Behaviour
Situation
Object
BehaviourPerson
(Stimulus) (Response)(Organism)
Figure 1: Belk’s Revised Stimulus-Organism-Response Paradigm
Situational Cues Using Belk’s taxonomy[2]:
• Physical Surroundings• Social Surroundings• Temporal Perspective• Task Definition• Antecedent States
2. Belk, R. W. (1975). "Situational Variables and Consumer Behaviour." The Journal of Consumer Research 2(3): 157-164.
Hypotheses H1: Locus of Control (Internal) is negatively correlated
with physical surroundings. H2: Locus of Control (Internal) is negatively correlated
with social surroundings. H3: Locus of Control (Internal) is negatively correlated
with temporal perspective. H4: Locus of Control (Internal) is negatively correlated
with task definition. H5: Locus of Control (Internal) is negatively correlated
with antecedent states.
Methodology Consumer Survey distributed to shopping centre
patrons in north east England• Locus of Control: Consumer Locus of Control (CLOC)
developed by Busseri, Kerton and Lefcourt[3,4]
• Bipolar Situational Scales
Pilot Study Correlation to highlight relationships
3. Busseri, M. A. and R. R. Kerton (1997). "Beyond Control? Understanding Consumer Behaviour Using a Measure for Consumer Locus of Control." Consumer Interests Annual(43).4. Busseri, M. A., H. M. Lefcourt, et al. (1998). "Locus of Control for Consumer Outcomes: Predicting Consumer Behaviour." Journal of Applied Social Psychology 28(12): 1067-1087.
Findings Correlation between CLOC (internal) and:
• Physical Surroundings (r=-0.13, n=292, p<.05)• Social Surroundings (r=-0.17, n=292, p<.01) • Temporal Perspective (r=0-.13, n=292, p<.05) • Task Definition (r=-0.15, n=292, p<.05)• Antecedent States (r=-0.25, n=292, p<.01)
High susceptibility to situational variables is related to Externality- more externally-oriented individuals seem more susceptible to situational cues in shopping centres.