cued Thought Protocols – A Method for Tracing Cognitive Processes at the Point of Purchase
نویسندگان
چکیده
Acknowledgements: The authors appreciate the comments and suggestions from Tina Lowrey, the anonymous reviewer, and the participants of the 25 th Advertising and Consumer Psychology Conference. Video-cued thought protocols – A method for tracing cognitive processes at the point of purchase The store plays a crucial role in consumer decision making. Many purchases are decided management in retailing as well as in marketing needs to know how customers really interact with the store environment and what guides their behavior in the store (Bitner, 1992; Silberer, 1989; see also the keynote address in this volume). One key to success is the atmosphere of a
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