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 |
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| Author:
| Schmidt, Toni |
| Series title: | Schriften Zu Marketing und Handel Ser. |
| ISBN: | 978-3-653-95778-5 |
| Publication Date: | Apr 2016 |
| Publisher: | Peter Lang GmbH, Internationaler Verlag der Wissenschaften
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| Book Format: | Ebook |
| List Price: | Contact Supplier contact
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Book Description:
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The book explores two central aspects of shopper behavior at the POP based on an eye-tracking field-experiment: decision-making and how it is affected by in- and out-of-store factors, and post-decision choice satisfaction. Results show that retailers have less influence on in-store decision-making than manufacturers, despite controlling the POP.
The book explores two central aspects of shopper behavior at the POP based on an eye-tracking field-experiment: decision-making and how it is affected by in- and out-of-store factors, and post-decision choice satisfaction. Results show that retailers have less influence on in-store decision-making than manufacturers, despite controlling the POP.