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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
part of the Schriften zu Marketing und Handel series
- Binding:
- Hardback
- Pages:
- 120
- Published:
- April 19, 2016
- Edition:
- Dimensions:
- 148x210x0 mm.
- Weight:
- 280 g.
Delivery:
2-3 weeks
Expected delivery: December 5, 2024
Description of 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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