| Shopper Behavior at the Point of Purchase: Drivers of In-Store Decision-Making and Determinants of Post-Decision Satisfaction in a High-Involvement Pr Contributor(s): Fassnacht, Martin (Other), Schmidt, Toni (Author) |
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ISBN: 3631674945 ISBN-13: 9783631674949 Publisher: Peter Lang Gmbh, Internationaler Verlag Der W OUR PRICE: $59.30 Product Type: Hardcover - Other Formats Published: April 2016 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - Research |
| Dewey: 658.834 |
| LCCN: 2016012059 |
| Series: Schriften Zu Marketing Und Handel |
| Physical Information: 0.6" H x 5.9" W x 8.3" (0.60 lbs) 120 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |
