Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/10189
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dc.contributor.authorWaterschoot, Walter van
dc.contributor.authorKenhove, Patrick Van
dc.contributor.authorWulf De, Kristof
dc.contributor.authorSinha, Piyush Kumar
dc.date.accessioned2010-11-09T05:31:46Z
dc.date.available2008-11-09T05:31:46Z
dc.date.copyright2008
dc.date.issued2008-11-09T05:31:46Z
dc.identifier.urihttp://hdl.handle.net/11718/10189
dc.descriptionJournal of Retailing and Consumer Research, 15, (2008), pp. 194 - 210en
dc.description.abstractAlthough 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 brandstore 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.
dc.language.isoenen
dc.subjectConsumer Learningen
dc.subjectStore Choiceen
dc.titleConsumer learning and its impact on store format selectionen
dc.typeArticleen
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