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    Consumer learning and its impact on store format selection

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    Consumerlearninganditsimpacton.pdf (246.4Kb)
    Date
    2008-11-09
    Author
    Waterschoot, Walter van
    Kenhove, Patrick Van
    Wulf De, Kristof
    Sinha, Piyush Kumar
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    Abstract
    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 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.
    URI
    http://hdl.handle.net/11718/10189
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