Shopper Behavior at the Point of Purchase
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A01=Toni Schmidt
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Author_Toni Schmidt
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Behavior
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Product details
- ISBN 9783631674949
- Weight: 280g
- Dimensions: 148 x 210mm
- Publication Date: 20 Apr 2016
- Publisher: Peter Lang AG
- Publication City/Country: CH
- Product Form: Hardback
- Language: English
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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.
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.
