Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

For some TV apparel shoppers, program hosts may help lead to impulse buys

07.10.2004


For people who buy clothing on television shopping channels, the hosts of the programs may play a significant role in leading them to make purchases.



A new study found that television shoppers who developed one-sided relationships with hosts of apparel programs were also more likely to buy clothing impulsively from these shows than were other shoppers. “Some viewers regard the hosts of shopping programs almost as being friends, and they develop a pseudo-relationship over time,” said Sharron Lennon, co-author of the study and professor of consumer and textile sciences at Ohio State University. “This kind of relationship is more likely to lead to impulse purchases.”

Lennon conducted the study with Ji Hye Park, currently an assistant professor at Iowa State University. Park led the study while she was a graduate student at Ohio State. Their results appear in a recent issue of the Clothing and Textiles Research Journal.


The researchers conducted a mail survey of 154 people who had purchased clothing from television shopping programs. They identified the participants from a database of television shoppers. This is part of a larger study of people who have bought a wide range of products on television. Participants were asked a variety of questions to examine impulse buying and the relationship viewers developed with the hosts of shopping programs.

In order to determine if viewers developed close relationships with program hosts, the participants were asked to rate on a scale how much they agreed with statements like “The hosts are almost like friends you see everyday.” Impulse shopping was measured by how participants rated their agreement with statements like “I decide what to buy after I watch television shopping programs.”

It’s not surprising that viewers develop close relationships with hosts, Lennon said. The shopping channels actively encourage viewers to feel close to the hosts. “The hosts and guests on these shopping programs use a variety of conversational techniques that may encourage pseudo-interactive responses on the part of viewers,” she said. “The hosts focus on similarities between the viewers and themselves, in order to facilitate a relationship.”

In addition the hosts invite viewers to contact them, and often provide e-mail and postal addresses, as well as telephone numbers to contact the hosts. “Viewers develop attachments to their favorite hosts, and we find that this encourages viewers to buy more impulsively without considering whether they need the clothing they are buying,” Lennon said.

Not surprisingly, the study also found that viewers who watched more hours of television shopping programs were more likely than others both to buy impulsively and to also to develop closer attachments to the program hosts.

The study didn’t examine the details of what caused impulse shopping. But Park said the study indicates there may be a process that leads to impulse purchases. “It may be that the more you watch these apparel-shopping programs, the more you develop personal relationships with the hosts, and then the more you buy on impulse,” she said.

The study also asked participants to name their top reasons for shopping for clothing on television. The top reasons were related to the products themselves: lower prices and greater selection. Slightly more than half of those surveyed reported buying large-sized clothing, and there may be more such clothing available on television than in many stores, Lennon said.

The second biggest reason given for in-home shopping was convenience. The average age of these shoppers surveyed was nearly 56, and some of them may either be too busy or find it harder to shop in stores, she said. Park said the results suggest that people who buy clothing on television need to be especially vigilant when making their purchase decisions. “Television shopping is very impulsive. You have to focus on the features, not the hosts,” Park said. “Consumers have to think about what they need, and whether the clothing they’re looking at on television really meets those needs.”

Sharron Lennon | EurekAlert!
Further information:
http://www.osu.edu

More articles from Studies and Analyses:

nachricht Smart Data Transformation – Surfing the Big Wave
02.12.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT

nachricht Climate change could outpace EPA Lake Champlain protections
18.11.2016 | University of Vermont

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Electron highway inside crystal

Physicists of the University of Würzburg have made an astonishing discovery in a specific type of topological insulators. The effect is due to the structure of the materials used. The researchers have now published their work in the journal Science.

Topological insulators are currently the hot topic in physics according to the newspaper Neue Zürcher Zeitung. Only a few weeks ago, their importance was...

Im Focus: Significantly more productivity in USP lasers

In recent years, lasers with ultrashort pulses (USP) down to the femtosecond range have become established on an industrial scale. They could advance some applications with the much-lauded “cold ablation” – if that meant they would then achieve more throughput. A new generation of process engineering that will address this issue in particular will be discussed at the “4th UKP Workshop – Ultrafast Laser Technology” in April 2017.

Even back in the 1990s, scientists were comparing materials processing with nanosecond, picosecond and femtosesecond pulses. The result was surprising:...

Im Focus: Shape matters when light meets atom

Mapping the interaction of a single atom with a single photon may inform design of quantum devices

Have you ever wondered how you see the world? Vision is about photons of light, which are packets of energy, interacting with the atoms or molecules in what...

Im Focus: Novel silicon etching technique crafts 3-D gradient refractive index micro-optics

A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.

Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...

Im Focus: Quantum Particles Form Droplets

In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.

“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

ICTM Conference 2017: Production technology for turbomachine manufacturing of the future

16.11.2016 | Event News

Innovation Day Laser Technology – Laser Additive Manufacturing

01.11.2016 | Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

 
Latest News

Researchers identify potentially druggable mutant p53 proteins that promote cancer growth

09.12.2016 | Life Sciences

Scientists produce a new roadmap for guiding development & conservation in the Amazon

09.12.2016 | Ecology, The Environment and Conservation

Satellites, airport visibility readings shed light on troops' exposure to air pollution

09.12.2016 | Health and Medicine

VideoLinks
B2B-VideoLinks
More VideoLinks >>>