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 Hardback
by Toni Schmidt
Part of the Schriften zu Marketing und Handel series
Hardback
Description
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.
Information
-
Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Hardback
- Pages:120 pages
- Publisher:Peter Lang AG
- Publication Date:20/04/2016
- Category:
- ISBN:9783631674949
Information
-
Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Hardback
- Pages:120 pages
- Publisher:Peter Lang AG
- Publication Date:20/04/2016
- Category:
- ISBN:9783631674949
