Conference proceeding
Capturing the "First Moment of Truth": Understanding Point-Of-Purchase Drivers of Unplanned Consideration and Purchase Using Video Tracking
Advances in Consumer Research, Vol.40
01 Jan 2012
Abstract
In this research, we present and test a conceptual framework of the shopping trip-level drivers of unplanned considerations and the point-of-purchase behavior drivers of conversion to unplanned purchases. We test our hypotheses in a field study where we employ video tracking to measure shoppers' point-of-purchase behavior.
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Details
- Title
- Capturing the "First Moment of Truth": Understanding Point-Of-Purchase Drivers of Unplanned Consideration and Purchase Using Video Tracking
- Creators
- Yanliu HuangSam HuiJeffrey InmanJacob Suher
- Publication Details
- Advances in Consumer Research, Vol.40
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991020545126004721