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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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- Nombre de pages120
- ISBN978-3-631-67494-9
- EAN9783631674949
- Date de parution01/04/2016
- CollectionSchriften zu Marketing und Han
- ÉditeurPeter Lang
Résumé
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.
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.
