%0 Book
%A Toni Schmidt
%D 2016
%C Berlin, Germany
%I Peter Lang Verlag
%@ 9783653067736
%T Shopper Behavior at the Point of Purchase
%B Drivers of In-Store Decision-Making and Determinants of Post-Decision Satisfaction in a High-Involvement Product Choice
%R 10.3726/978-3-653-06773-6
%U https://www.peterlang.com/document/1050495
%X 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.
%K Eye-tracking, Mediation analysis, Shopper marketing, Marketing
%G English