The Effect of the Arousal Level in Pop-Up Store Environment
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The Effect of the Arousal Level in Pop-Up Store Environment

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Description

"The purpose of this book was to learn more about the effect of low and high arousal level of the pop-up store environment on the behavior of hedonic and utilitarian consumers. Pop-up stores are relatively new, trendy settings, temporary shops offering retailers a tool of experiental marketing. They also provide consumers with amusement, novelty, adventure and personal interactions with the products. While in a less stimulated setting consumers with utilitarian shopping motivation feel more pleasant, high-arousal level in a store serves for the enjoyment of consumers with hedonic motivations. This also enhances impulse buying and patronage intentions."show more

Product details

  • Paperback | 116 pages
  • 150.11 x 219.96 x 6.86mm | 222.26g
  • AV Akademikerverlag
  • United States
  • English
  • black & white illustrations
  • 3639628276
  • 9783639628272
  • 2,551,719