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
Business & Finance, Industries & Professions, Distribution, Marketing & Sales, Research
| Author: | Toni Schmidt | ISBN: | 9783653957785 |
| Publisher: | Peter Lang | Publication: | April 22, 2016 |
| Imprint: | Peter Lang GmbH, Internationaler Verlag der Wissenschaften | Language: | English |
| Author: | Toni Schmidt |
| ISBN: | 9783653957785 |
| Publisher: | Peter Lang |
| Publication: | April 22, 2016 |
| Imprint: | Peter Lang GmbH, Internationaler Verlag der Wissenschaften |
| Language: | English |
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.
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.
