Journal of the Academy of Marketing Science

, Volume 17, Issue 1, pp 13–21

Extending the concept of shopping: An investigation of browsing activity

  • Peter H. Bloch
  • Nancy M. Ridgway
  • Daniel L. Sherrell

DOI: 10.1007/BF02726349

Cite this article as:
Bloch, P.H., Ridgway, N.M. & Sherrell, D.L. JAMS (1989) 17: 13. doi:10.1007/BF02726349


In many previous studies of consumer behavior, shopping has been equated with buying. This research examines the concept of browsing—the examination of a retailer’s merchandise without a current intent to buy. Results indicate that for the product classes of clothing and personal computers, browsing is related to perceptions of relevant dimensions of the retail environment. In addition, heavy browsers are more involved with the product, are more knowledgeable, and are more likely to be opinion leaders than are other consumers. Suggestions for future research are also noted.

Copyright information

© Academy of Marketing Science 1989

Authors and Affiliations

  • Peter H. Bloch
    • 1
  • Nancy M. Ridgway
    • 2
  • Daniel L. Sherrell
    • 3
  1. 1.University of MassachusettsUSA
  2. 2.University of ColoradoBoulderUSA
  3. 3.Louisiana State UniversityAlexandriaUSA