Respondents identify themselves as high frequenters of brick-and mortar retailers,
medium frequenters of catalogue retailers, and low frequenters of e-retailers. Similar
to previous research, while participants use catalogues and e-retailers to identify
home de´ cor items they intend to purchase, the majority of purchases are made at
brick-and-mortar retailers (Lumpkin and Hawes, 1985; Mathwick et al., 2001; Park
et al., 2005). The physical act of walking into the store provides the brick-and-mortar
store with additional opportunity to sell merchandise in departments other than the
predetermined area. Many consumers say, ‘I only came in for one item’ and then
leave with more than this.