What is it about?

In this article, we examine how values influence the self-concept of ‘smart shoppers’ – people who put time and effort into finding price reductions for their online and store purchases. The study found that the values that best define smart shoppers differ significantly by country and influence the behaviours and feelings (self-concept) of shoppers. As a result, cultural differences indirectly influence attitudes towards brands.

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Why is it important?

This study demonstrates that smart shoppers embrace the values of the social context in which they operate. Our results offer international retail managers guidance on how to best stimulate smart shoppers’ positive responses towards private label products.

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This page is a summary of: The thrill of a smart purchase: Does country matter?, International Journal of Consumer Studies, March 2021, Wiley,
DOI: 10.1111/ijcs.12677.
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