Shopper Behavior at the Point of Purchase

Shopper Behavior at the Point of Purchase

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… (more)

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Book Details  


Publisher: Peter Lang GmbH, Internationaler Verlag der Wissenschaften (April 22, 2016)

Collection: Schriften zu Marketing und Handel

Parent ISBN: 9783631674949

Page count: 120 pages

Language: English


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