WHU Otto Beisheim School of Management Toni Schmidt Shopper Behavior at the Point of Purchase Drivers of In-Store Decision-Making and Determinants of Post-Decision Satisfaction in a High-Involvement Product Choice Schriften zu Marketing und Handel Herausgegeben von Martin Fassnacht 18 This book explores two central aspects of shopper behavior at the POP: decisionmaking itself and how it is affected by in-store and out-of-store factors, with a focus on the role of in-store attention, post-decision choice satisfaction and its determinants It empirically researches these aspects using data gathered in an eye-tracking field experiment These data allow for a precise analysis of attention at the POP, as well as of many other important variables of in-store decision-making Overall, the results show that retailers have less influence on in-store decision-making than manufacturers, despite having control over the POP, as out-of-store factors have a stronger impact on in-store decision-making than in-store factors Toni Schmidt studied Finance and Accounting as well as Business Administration at the University of St Gallen He completed his doctorate at the WHU-Otto Beisheim School of Management www.peterlang.com Shopper Behavior at the Point of Purchase Schriften zu Marketing und Handel Herausgegeben von Martin Fassnacht Band 18 Toni Schmidt Shopper Behavior at the Point of Purchase Drivers of In-Store Decision-Making and Determinants of Post-Decision Satisfaction in a High-Involvement Product Choice Bibliographic Information published by the Deutsche Nationalbibliothek The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data is available in the internet at http://dnb.d-nb.de Zugl.:Vallendar, Wiss Hochsch für Unternehmensführung, Diss., 2015 Library of Congress Cataloging-in-Publication Data Names: Schmidt, Toni, 1981- author Title: Shopper behavior at the point of purchase : drivers of in-store decision-making and determinants of post-decision satisfaction in a high-involvement product choice / Toni Schmidt Description: Edition | New York : Peter Lang, 2016 | Series: Schriften zu Marketing und Handel ; Band 18 | Includes bibliographical references Identifiers: LCCN 2016012059| ISBN 9783631674949 (alk paper) | ISBN 9783653067736 (E-Book) Subjects: LCSH: Consumer satisfaction | Consumers' preferences Classification: LCC HF5415.335 S36 2016 | DDC 658.8/342 dc23 LC record available at https://lccn.loc.gov/2016012059 D 992 ISSN 1862-605X ISBN 978-3-631-67494-9 (Print) E-ISBN 978-3-653-06773-6 (E-Book) DOI 10.3726/978-3-653-06773-6 © Peter Lang GmbH Internationaler Verlag der Wissenschaften Frankfurt am Main 2016 All rights reserved PL Academic Research is an Imprint of Peter Lang GmbH Peter Lang – Frankfurt am Main ∙ Bern ∙ Bruxelles ∙ New York ∙ Oxford ∙ Warszawa ∙ Wien All parts of this publication are protected by copyright Any utilisation outside the strict limits of the copyright law, without the permission of the publisher, is forbidden and liable to prosecution This applies in particular to reproductions, translations, microfilming, and storage and processing in electronic retrieval systems This publication has been peer reviewed www.peterlang.com Preface This book was accepted by the WHU – Otto Beisheim School of Management in June 2015 as a dissertation Its creation would not have been possible without the most kind and generous support of many people I am especially and deeply grateful to my academic supervisor and doctoral advisor, Prof Dr Martin Fassnacht He always took time for giving me great guidance all along my entire dissertation-journey Our conversations were both academically and personally inspiring Being able to draw on his extensive know-ledge and experience in marketing and retailing was delightful and illuminating I would further like to offer my thanks to Prof Dr Arnd Huchzermeier, who kindly agreed to be my second academic supervisor and was always supportive Special thanks also go to Prof Dr Walter Herzog and Prof.  Dr.  Tim Brexendorf, who furthered my work on the dissertation through numerous informal, insightful discussions I am very grateful to Jürgen Pannek, who excelled in conducting the experiment the dissertation is empirically based on and who was a great sparrings-partner Many fellow doctoral students at Professor Fassnacht’s Chair for Marketing and Commerce accompanied me during my studies, especially Dr. Sabine El Husseini, Dr Eva Schuckmann, Dr Daniela Götz, Dr Henning Mohr, and Dr Yorck Nelius Their company was enriching throughout I would like to thank McKinsey & Company Without McKinsey’s Fellowship program I would not have been able to even start working on my dissertation Just as much, I would also like to thank those colleagues who kept me company and were always there for a quick discussion of current research problems: Dr Daniel Girardet, Dr Jan Schächtele, Dr Severin Dennhardt, Dr Christian Au, and Dr Sebastian Klapdor I would like to express my profound gratitude to my family, especially my parents I cannot sufficiently acknowledge their ongoing love and their support of all my educational endeavors A big thank you also goes to my uncle, Toni, whose enthusiasm for education and interest in the world is infectious V And, most importantly, I am much obliged to my wife Stephanie for the support, inspiration, and motivation that she offered all through the dissertation project Having had such a great partner during the marathon that a dissertation inevitably is, was the best thing that could have happened to me Schliersee, June 2015 Toni Schmidt VI Table of Contents Preface V List of Abbreviations .XI List of Figures XIII List of Tables XV 1 Introduction 1.1 Motivation and Relevance of the Topic 1.2 Research Goals and Structure of the Dissertation .3 Main Effects of In-Store and Out-of-Store Factors on Attention and Evaluation at the Point of Purchase .7 2.1 Introduction .7 2.2 Background of the Study 2.3 The Conceptual Framework 11 2.3.1 In-Store Factors and their Influence on Attention and Evaluation 14 2.3.2 Out-of-Store Factors and their Influence on Attention and Evaluation 17 2.3.3 The Organism and Response Stages: Attention and Evaluation at the POP 18 2.4 Eye-Tracking Experiment .20 2.4.1 Measuring Visual Attention with Eye Tracking 20 2.4.2 Design 22 2.4.3 Process 23 2.4.4 Sample 24 VII 2.4.5 Product Category 24 2.4.6 Measurement of Independent Variables 25 2.5 Results 25 2.5.1 Hypothesis Testing through Regression Analysis 27 2.5.2 Mediation Analysis 32 2.6 Discussion 38 2.6.1 Implications for Research 38 2.6.2 Implications for Management 40 2.6.3 Limitations and Need for Further Research 42 The Impact of In- and Out-of-Store Factors’ Interaction and Moderation Effects on Attention and Evaluation 45 3.1 Introduction 45 3.2 Framework and Variables .48 3.2.1 S-O-R Paradigm as Overarching Framework 48 3.2.2 Main Effects of In-Store and Out-of-Store Factors on Attention and Evaluation 49 3.2.3 Moderators versus Interactions – a Working Definition .51 3.2.4 Interactions between In-Store and Out-of-Store Factors and their Effects on Attention and Evaluation 52 3.2.5 Moderating Role of Gender, Age, Brand Shopper, and Reflective Shopper regarding In-Store and Out-of-Store Factors’ Effects on Attention and Evaluation 53 3.2.6 Operationalization of Attention and Evaluation at the POP 56 3.3 Eye-Tracking Experiment .57 3.3.1 Design 57 3.3.2 Sample 57 3.3.3 Process 57 3.3.4 Measurement of Independent and Moderating Variables 58 VIII Appendix A.1 Items for Constructs of Chapter Choice satisfaction CS_1 I am convinced that I made the right choice CS_2 I would make the same choice again anytime, also in a real purchasing situation CS_3 In sum, I am satisfied with the outcome of my choice Assortment attractiveness AA_1 All in all, the cordless screwdriver assortment in this DIY-store is attractive AA_2 On the whole, the cordless screwdriver assortment appears inviting to me AA_3 The cordless screwdriver assortment in this DIY-store seems convincing to me AA_4 The beheld cordless screwdriver assortment was appealing AA_5 The presented cordless screwdriver assortment in this DIY-store leaves no wishes unfulfilled Search costs SC_1 I have quickly found a suitable cordless screwdriver (reversed) SC_2 I have found a suitable cordless screwdriver without much contemplation (reversed) SC_3 In my choice for a cordless screwdriver, I had difficulties to find the one that met my requirements best Anticipated regret During my choice for a cordless screwdriver I have suspected to regret my decision afterwards 107 A.2 Means of Items of Chapter Means and standard deviations of items Means 4.6 4.4 4.7 Standard deviation 60 76 50 1.6 84 Perceived search costs SC_1 SC_2 SC_3 1.9 2.3 2.1 1.07 1.30 1.17 Assortment attractiveness AA_1 AA_2 AA_3 AA_4 AA_5 4.3 3.9 4.1 3.6 4.2 73 1.03 88 1.13 84 Fixation count demo products Fixation count 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Herausgegeben von Martin Fassnacht Band 18 Toni Schmidt Shopper Behavior at the Point of Purchase Drivers of In- Store Decision- Making and Determinants of Post -Decision Satisfaction in a High-Involvement... and Out -of- Store Factors on Attention and Evaluation at the Point of Purchase 2.1 Introduction This chapter provides insights on the drivers of attention and evaluation at the point of purchase. .. at the POP – Drivers of InStore Decision- Making and Determinants of Post -Decision Satisfaction in a High-Involvement Product Choice It is dedicated to advancing our understanding of shopper behavior