Critical Shopping Experiences
| Preis: | 115.90 EUR* (inkl. MWST zzgl. Versand - Preis kann jetzt höher sein!) |
| Versand: | 0.00 EUR Versandkostenfrei innerhalb von Deutschland |
| Partner: | buecher.de |
| Hersteller: | Südwestdeutscher Verlag Für Hochschulschriften (Steffen, Adrienne) |
| Stand: | 2015-08-04 03:50:33 |
Produktbeschreibung
There is a recent marketing trend to make shopping a positive experience for the consumer. A pleasant store environment is created with lights, music, an attractive store layout, and friendly service personnel so that shopping has become fun, just like a visit to the movie theatre. The pleasant store atmosphere created seeks to enhance the consumers´ experience and encourages purchases by uplifting consumer mood. Although retailers today expend a lot of resources to create a pleasant store environment, they know little about the overall effects on consumer affect and behaviour. The presented research studies consumers´ affective reactions to naturally occurring shopping experiences in shopping centres, with the overall aim to investigate consumers´ emotional and behavioural reactions. A hierarchical emotion descriptor model is developed and tested for an integrated understanding of consumers´ reactions to shopping experiences. The book concludes with the discussion of managerial implications.
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