Consumer learning and its impact on store format selection

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.