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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: January 11, 2025
Extended return policy to January 30, 2025
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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