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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
- 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