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In-Store Inspiration: How to Elicit Impulse Buying in the Shopper Journey
Type
conference paper
Date Issued
2021-05-26
Author(s)
Abstract
This article investigates customer inspiration at the point of purchase with 142 randomized field experiments that include 52,400,331 shopping journeys. The cumulative results indicate that the product category and the video content determine the effectiveness of inspiration.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Event Title
EMAC 2021 Annual Conference
Event Location
Madrid (online)
Event Date
25.05 - 28.05.2021
Subject(s)
Eprints ID
263368