Outlet mall shoppers' intentions to purchase apparel: A dual-process perspective

Although both cognitive and emotive factors can explain consumer behavior, little research has explored such factors jointly (i.e., a dual-process approach) as antecedents of retail purchases. To address this deficiency, we developed a dual-process model (Study 1) for determinants of intentions to purchase apparel at factory outlet malls, which includes attitudes toward outlet malls, anticipated elation about purchasing apparel from outlet malls, and self-expression via apparel acquisition. In addition, we modeled self-assessed personal expertise about fashion apparel as a predictor of anticipated elation about apparel purchases. Data collected for testing this model support all posited relationships. To assess the need for outlet-mall-specific decision-making models, we gathered additional data (Study 2). These data confirm that shoppers believe that outlet malls differ from traditional malls. Finally, implications for apparel retailers are offered.