Consumer learning and its impact on store format selection

Walter van Waterschoot, Piyush Kumar Sinha, Patrick Van Kenhove and Kristof de Wulf

Journal of Retailing and Consumer Services, 2008, vol. 15, issue 3, 194-210

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.

Keywords: Store format selection; Combined product/store format learning; Store concept utilization (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:15:y:2008:i:3:p:194-210

DOI: 10.1016/j.jretconser.2007.03.005

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