کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
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1029497 | 942631 | 2008 | 17 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Consumer learning and its impact on store format selection Consumer learning and its impact on store format selection](/preview/png/1029497.png)
Although there has been a lot of research on learning and product/brand choice, there is a remarkable lack of linking this to store format selection. As both learning types may occur simultaneously, studying their similarity and interaction is called for. An embracing conceptual 3×3 grid is proposed, resulting from the combination of the classic stage model of Howard & Sheth with Bucklin's brand-store matrix. A set of generic hypotheses was tested empirically through an exploratory experiment involving storyboards, covering nine cognitive learning situations for a high involvement purchase. The results basically indicate that the typical product learning Howard & Sheth based hypotheses concerning cognitive effort and corresponding emotions, may also apply to store learning as well as to mixed store and product learning situations.
Journal: Journal of Retailing and Consumer Services - Volume 15, Issue 3, May 2008, Pages 194–210