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Wir sind gerne für Sie daThis 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.
Produkteigenschaften
- Artikelnummer: 9783631674949
- Medium: Buch
- ISBN: 978-3-631-67494-9
- Verlag: Peter Lang
- Erscheinungstermin: 20.04.2016
- Sprache(n): Englisch
- Auflage: 1. Auflage 2016
- Serie: Schriften zu Marketing und Handel
- Produktform: Gebunden
- Gewicht: 300 g
- Seiten: 120
- Format (B x H x T): 153 x 216 x 11 mm
- Ausgabetyp: Kein, Unbekannt