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Locus of Control as a Person-Situation mediator in the Consumer Behaviour Context. Mary Lynn Mundell Mike Nicholson Anthea Christodoulou Durham Business School, England. Contents. Conceptualisation Locus of Control Situational Cues

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locus of control as a person situation mediator in the consumer behaviour context

Locus of Control as a Person-Situation mediator in the Consumer Behaviour Context.

Mary Lynn Mundell

Mike Nicholson

Anthea Christodoulou

Durham Business School, England

contents
Contents
  • Conceptualisation
    • Locus of Control
    • Situational Cues
    • Determining whether locus of control relates to susceptibility to situational cues.
  • Methodology
  • Findings
locus of control

Belief that events occur as a result of luck, fate, chance or some other outside force

Perceives events as occurring as a result of their own actions.

More Externally-Oriented

More Internally-Oriented

Locus of Control
  • "Perceived control is defined as a generalised expectancy for internal as opposed to external control of reinforcements" [1]

1. Lefcourt, H.M. (1976). Locus of Control: Current Trends in Theory and Research New Jersey: Lawrence Erlbaum Associates.

situational affect on behaviour

Situation

Person

Behaviour

Object

Figure 1: Belk’s Revised Stimulus-Organism-Response Paradigm

(Stimulus)

(Organism)

(Response)

Situational Affect on Behaviour
situational cues
Situational Cues
  • Using Belk’s taxonomy[2]:
    • Physical Surroundings
    • Social Surroundings
    • Temporal Perspective
    • Task Definition
    • Antecedent States

2. Belk, R. W. (1975). "Situational Variables and Consumer Behaviour." The Journal of Consumer Research 2(3): 157-164.

hypotheses
Hypotheses
  • H1: Locus of Control (Internal) is negatively correlated with physical surroundings.
  • H2: Locus of Control (Internal) is negatively correlated with social surroundings.
  • H3: Locus of Control (Internal) is negatively correlated with temporal perspective.
  • H4: Locus of Control (Internal) is negatively correlated with task definition.
  • H5: Locus of Control (Internal) is negatively correlated with antecedent states.
methodology
Methodology
  • Consumer Survey distributed to shopping centre patrons in north east England
    • Locus of Control: Consumer Locus of Control (CLOC) developed by Busseri, Kerton and Lefcourt[3,4]
    • Bipolar Situational Scales
  • Pilot Study
  • Correlation to highlight relationships

3. Busseri, M. A. and R. R. Kerton (1997). "Beyond Control? Understanding Consumer Behaviour Using a Measure for Consumer Locus of Control." Consumer Interests Annual(43).

4. Busseri, M. A., H. M. Lefcourt, et al. (1998). "Locus of Control for Consumer Outcomes: Predicting Consumer Behaviour." Journal of Applied Social Psychology28(12): 1067-1087.

findings
Findings
  • Correlation between CLOC (internal) and:
    • Physical Surroundings (r=-0.13, n=292, p<.05)
    • Social Surroundings (r=-0.17, n=292, p<.01)
    • Temporal Perspective (r=0-.13, n=292, p<.05)
    • Task Definition (r=-0.15, n=292, p<.05)
    • Antecedent States (r=-0.25, n=292, p<.01)
  • High susceptibility to situational variables is related to Externality- more externally-oriented individuals seem more susceptible to situational cues in shopping centres.