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

Título:
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
Autor:
Schmidt, Toni
Materia:
Economics and Management; Marketing; Research
Editor:
Peter Lang
Descripción:
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.
Identificadores:
E-ISBN: 9783653067736
Colección:
Peter Lang