The impact of task definition on store-attribute saliences and store choice

This study investigates the impact of task definition, a situational pleasu re, on store-attribute saliences and store choice for do-it-yourself(DIY) p roducts. Five types of task definitions experienced by shoppers of do-it-yo urself products were identified and linked to store attributes. A survey of DIY shoppers revealed that task definitions wee related to both store choi ce and store-attribute saliences. The study has important implications for retailer format strategies as well as for the interpretation of store evalu ation processes, satisfaction, and loyalty.