Unpacking the perceived opportunity to misbehave: : The influence of spatio-temporal and social dimensions on consumer misbehavior

• Autores: Kate L. Daunt, Dominique A Greer
• Localización: European Journal of Marketing, ISSN-e 1758-7123, Vol. 49, Nº. 9-10, 2015, págs. 1505-1526
• Idioma: inglés
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• Resumen

  • Purpose - This study aims to use opportunity as a theoretical lens to investigate how the spatio-temporal and social dimensions of the consumption environment create perceived opportunities for consumers to misbehave.

    Design/methodology/approach - Drawing on routine activity theory and social impact theory, the authors use two experiments to demonstrate that spatio-temporal and social dimensions can explain consumer theft in retail settings.

    Findings - Study 1 reveals mixed empirical support for the basic dimensions of routine activity theory, which posits that the opportunity to thieve is optimised when a motivated offender, suitable target and the absence of a capable formal guardian transpire in time and space. Extending the notion of guardianship, Study 2 tests social impact theory and shows that informal guardianship impacts the likelihood of theft under optimal routine activity conditions.

    Originality/value - The study findings highlight important implications for academicians and retail managers: rather than focusing on the uncontrollable characteristics of thieving offenders, more controllable spatio-temporal and social factors of the retail environment can be actively monitored and manipulated to reduce perceived opportunities for consumer misbehaviour.