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Beschreibung
"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."
on hedonic and utilitarian consumer behavior
Details
| Verlag | AV Akademikerverlag |
| Ersterscheinung | 10. März 2014 |
| Maße | 22 cm x 15 cm x 0.8 cm |
| Gewicht | 191 Gramm |
| Format | Softcover |
| ISBN-13 | 9783639628272 |
| Seiten | 116 |
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