Shopper Behavior at the Point of Purchase

Toni Schmidt

ISBN 10: 3631674945 / ISBN 13: 9783631674949

Editore: Peter Lang, Peter Lang Apr 2016, 2016

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Neuware -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. 138 pp. Englisch.

Codice articolo 9783631674949

Dati bibliografici

• Titolo: Shopper Behavior at the Point of Purchase
• Editore: Peter Lang, Peter Lang Apr 2016
• Data di pubblicazione: 2016
• Lingua: Inglese
• ISBN 10: 3631674945
• ISBN 13: 9783631674949
• Rilegatura: Buch
• Condizione: Neu

Descrizione articolo

Riassunto

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.

Informazioni sull?autore

Toni Schmidt studied Finance and Accounting as well as Business Administration at the University of St. Gallen. He completed his doctorate at the WHU-Otto Beisheim School of Management.