| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 10438970 | Journal of Retailing | 2015 | 19 Pages |
Abstract
- We compare the impact of multiple touchpoints on consideration in four categories.
- Respondents report on six touchpoints using the real-time experience tracking method.
- Touchpoint positivity and not just touchpoint frequency influences consideration.
- In-store communications positivity is more influential than that of ads, WOM or PR.
- Peer observation, a hardly studied touchpoint, is both pervasive and persuasive.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Shane Baxendale, Emma K. Macdonald, Hugh N. Wilson,