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
Auteur :
Schmidt, Toni
Éditeur :
Peter Lang AG
ISBN :
9783631674949
Date de publication :
20 avr. 2016
Dimensions :
21,0 x 14,8 cm
Poids :
280 g
Langue :
Anglais
Pays d'origine :
Suisse
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.