Erschienen: 20.04.2016 Abbildung von Schmidt | Shopper Behavior at the Point of Purchase | 2016 | Drivers of In-Store Decision-M... | 18

Schmidt

Shopper Behavior at the Point of Purchase

Drivers of In-Store Decision-Making and Determinants of Post-Decision Satisfaction in a High-Involvement Product Choice

2016. Buch. XV, 120 S. Hardcover

Peter Lang. ISBN 978-3-631-67494-9

Format (B x L): 14,8 x 21 cm

Gewicht: 280 g

In englischer Sprache

Das Werk ist Teil der Reihe: Schriften zu Marketing und Handel; 18

Produktbeschreibung

This book explores two central aspects of shopper behavior at the POP: decision-making itself and how it is affected by in-store and out-of-store factors, with a focus on the role of in-store attention, post-decision choice satisfaction and its determinants. It empirically researches these aspects using data gathered in an eye-tracking field experiment. These data allow for a precise analysis of attention at the POP, as well as of many other important variables of in-store decision-making. Overall, the results show that retailers have less influence on in-store decision-making than manufacturers, despite having control over the POP, as out-of-store factors have a stronger impact on in-store decision-making than in-store factors.

Autoren

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