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Shopper Behavior at the Point of Purchase
By Toni Schmidt
Usually dispatched within 3 - 5 business days.
£ 42.06
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.