Shukla, Paurav, Ruggeri, Stefania, Perks, Keith, Ioannou, Marinos and Upchurch, Valeria (2009) Consumer choice process for impulsive experiential goods: The case of DVD rental market In: Academy of Marketing Annual Conference:Putting Marketing in its place, 7-9 July 2009, Leeds, UK.Full text not available from this repository.
Ample research has been carried out in the field of impulsive purchase and experiential goods; however combined effect of the two constructs has not been studied previously. This study empirically tests a pre and post consumer choice process model for impulsive experiential goods using the context of DVD rentals. The findings suggest that contrary to prior research, in case of impulsive experiential goods, product characteristics and services encounters do not significantly affect choice process. However, personal and others experiences affect the process significantly. Furthermore, the choice process was found to be having significant affect on satisfaction and loyalty.
|Item Type:||Contribution to conference proceedings in the public domain ( Full Paper)|
|Uncontrolled Keywords:||Consumer choice process, decision making, Consumer goods, DVD rental market|
|Subjects:||N000 Business and Management > N500 Marketing > N560 Promotion and Advertising
N000 Business and Management > N500 Marketing
|Faculties:||Brighton Business School
Brighton Business School > Marketing Research Group
|Depositing User:||Paurav Shukla|
|Date Deposited:||03 Nov 2009|
|Last Modified:||18 Jun 2010 11:39|
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