Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value

A study is presented that examines the effect of specific retail elements o n deviations from the expected schema, or prototypicality of a retail store . The results suggest that subtle differences in the store name, the locati on, and the appearance of its salespeople can evoke contrast in the form of variable typicality scores. A structural model is presented that shows the outcomes of this variance in a retail context involving women's apparel st ores. Low typicality is associated with increased excitement and discomfort , and these emotions affect patronage intentions and perceived shopping val ue, This finding is counterbalanced by a direct, positive link between typi cality and patronage intentions. (C) 2001 Elsevier Science Inc. All rights reserved.