Exploring the impact of shopper ethnicity through the path-to-purchase framework

Robert Paul Jones, Kerri M. Camp, Rodney C. Runyan

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


Ethnic cultural affiliation, well established in consumer literature as influential in decision making, is much less studied in shopper literature. This research examines key path-to-purchase framework (PtPF) elements; motivation, role, and subjective norms, and their impact among three major U.S. ethnic affiliations (African American, Caucasian, and Hispanic). Study one explores two PtPF phases, perceptual mapping and solution targeting, while a second study examines moderation through importance perception and social shopping situation. The study demonstrates significant differences in relationship between the populations. Those differences are also shown to be subject to significant variation under the influence of the moderating conditions.

Original languageEnglish
Pages (from-to)152-162
Number of pages11
JournalJournal of Retailing and Consumer Services
StatePublished - Nov 2018


  • Ethnicity
  • Motivation
  • Purchase
  • Role
  • Shopper
  • Subjective norms


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