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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. Conceptualisation Locus of Control Situational Cues

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

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

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

  3. 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.

  4. Situation Person Behaviour Object Figure 1: Belk’s Revised Stimulus-Organism-Response Paradigm (Stimulus) (Organism) (Response) Situational Affect on Behaviour

  5. 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.

  6. 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.

  7. 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.

  8. 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.

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