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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

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Toni Schmidt

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.
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1 Introduction

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1  Introduction

1.1  Motivation and Relevance of the Topic

The dissertation is titled Shopper Behavior at the POP – Drivers of In-Store Decision-Making and Determinants of Post-Decision Satisfaction in a High-Involvement Product Choice. It is dedicated to advancing our understanding of shopper behavior at the point of purchase in an offline setting.

As the title implies, the work mainly focuses on two central aspects of shopper behavior at the POP: (1) the 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. And (2) the post-decision choice satisfaction and its determinants.

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