Consumer learning and its impact on store format selection
van Waterschoot, Walter Kumar Sinha, Piyush Van Kenhove, Patrick De Wulf, Kristof
van Waterschoot, Walter
Kumar Sinha, Piyush
Van Kenhove, Patrick
De Wulf, Kristof
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Publication Type
Journal article
Editor
Supervisor
Publication Year
2008
Journal
Journal of Retailing and Consumer Services
Book
Publication Volume
15
Publication Issue
3
Publication Begin page
194
Publication End page
210
Publication Number of pages
Collections
Abstract
Although there has been a lot of research on learning and product/brand choice, there is a remarkable lack of linking this to store format selection. As both learning types may occur simultaneously, studying their similarity and interaction is called for. An embracing conceptual 3×3 grid is proposed, resulting from the combination of the classic stage model of Howard & Sheth with Bucklin's brand-store matrix. A set of generic hypotheses was tested empirically through an exploratory experiment involving storyboards, covering nine cognitive learning situations for a high involvement purchase. The results basically indicate that the typical product learning Howard & Sheth based hypotheses concerning cognitive effort and corresponding emotions, may also apply to store learning as well as to mixed store and product learning situations.
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Keywords
Consumer Behaviour, Store Format Selection, Combined Product/Store Format Learning, Store Concept Utilization