The effect of the arousal level in pop-up store environment
on hedonic and utilitarian consumer behavior
- Editore:
AV Akademikerverlag
- EAN:
9783639628272
- ISBN:
3639628276
- Pagine:
- 116
- Formato:
- Paperback
- Lingua:
- Tedesco
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Descrizione The effect of the arousal level in pop-up store environment
"The purpose of this book was to learn more about the effect of low and high arousal level of the pop-up store environment on the behavior of hedonic and utilitarian consumers. Pop-up stores are relatively new, trendy settings, temporary shops offering retailers a tool of experiental marketing. They also provide consumers with amusement, novelty, adventure and personal interactions with the products. While in a less stimulated setting consumers with utilitarian shopping motivation feel more pleasant, high-arousal level in a store serves for the enjoyment of consumers with hedonic motivations. This also enhances impulse buying and patronage intentions."
Fuori catalogo - Non ordinabile
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