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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

af Toni Schmidt

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Shopper Behavior at the Point of Purchase af Toni Schmidt
Bag om Shopper Behavior at the Point of Purchase

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.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9783631674949
  • Indbinding:
  • Hardback
  • Sideantal:
  • 120
  • Udgivet:
  • 20. april 2016
  • Udgave:
  • Størrelse:
  • 148x210x0 mm.
  • Vægt:
  • 280 g.
  • 8-11 hverdage.
  • 28. november 2024

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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.

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