Beschreibung
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.
Autorenportrait
Toni Schmidt studied Finance and Accounting as well as Business Administration at the University of St. Gallen. He completed his doctorate at the WHU-Otto Beisheim School of Management.
Inhalt
Contents: Effects of In- and Out-of-Store Factors on Attention and Evaluation – In- and Out-of-Store Factors’ Interaction and Moderation Effects on Attention and Evaluation – Degree of Attention and Likelihood to Choose Favorite Brand – Determinants of Choice Satisfaction in a High-Involvement Product Choice.
