Abstract
This study expanded the operational definition of convenience consumption to include not only convenience product use but also convenient shopping style. This study has also linked more convenient consumption and less convenient consumption to price trade-offs. Two dependent variables were produced via a factor analysis of various convenient and less convenient consumption behaviors. Factor one represents a less convenient shopping style, while factor two represents convenience product usage. Seven independent variables were tested in an analysis of covariance model. The results indicate that role-overloaded consumers are convenience product users, but may also engage in less convenient styles of shopping. Additional factors are identified as mediator variables to help explain why role overload may encourage one aspect of convenience consumption but not another. A profile of the convenience-oriented and less convenience- oriented shopper is attempted. A description of the role- overloaded shopper is also provided.
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