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Book synopsis

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.

Book details

Book category Books in English Economics, finance, business & management Business & management Management & management techniques

• Full title: Shopper Behavior at the Point of Purchase
• Author: Toni Schmidt
• Language: English
• Binding: Hardback
• Number of pages: 120
• EAN: 9783631674949
• ISBN: 3631674945
• ID: 12626391
• Publisher: Peter Lang AG
• Weight: 280 g
• Dimensions: 210 × 148 × 11 mm
• Date of publishing: 20. April 2016

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