The construct of control: assessment of shopping environments

Environmental psychology, which studies the interrelationship between human behaviour and environments, is used here to examine shopping environment preference (mall versus online). The desire for control over the environment along with those personality traits related to control, locus of control and uncertainty orientation are examined. The results suggest that consumers who prefer the online environment desire a significantly higher level of control compared to mall shoppers. Online shoppers appear to be uncertainty oriented and have an internal locus of control. Conversely, those who prefer the mall environment are certainty oriented and have an external locus of control. The study indicates that certain personality traits may influence consumers’ approach-avoidance behaviour.

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