Christmas Gift Search Behaviors: A Three-Country Comparison

Mark Cleveland, The University of Western Ontario
Barry J. Babin, University of Southern Mississippi
Michel Laroche, Concordia University, Montreal, QC
Philippa Ward, Cheltenham, United Kingdom

Abstract

This study explores the underlying determinants of in-store information search for a Christmas clothing gift, focusing specifically on cross-cultural differences. A self-administered survey, containing personality, situational, demographic, and search behavior measures, was distributed to a sample of actual consumers residing in 3 countries: Canada, the United States, and the United Kingdom. Confirmatory factor analysis revealed 3 distinct and reliable in-store search behaviors (macro, micro, and salesclerk help); exploratory factor analyses revealed 23 independent factors (13 personality and 10 situational). Country sample differences were assessed using chi-square tests, ANOVAs, MANCOVAs, multiple regression analyses, and Chow tests. Cross-national differences were found with respect to the relationships/importance of the various search antecedents to in-store search behaviors. Other observed between-country differences and directions for future research are also discussed.