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Perception, selectivity and decision making at the point of sale

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Abstract:

This article develops the concept of selectivity in customers' perception of the point of sale to include the marshalling or organization of stimuli prior to the decision-making process. It is argued that this selective marshalling is necessary to accommodate to the distinctly limited attention span available for decision making. It is suggested that a number of distinct approaches may be used to this end and three candidates are discussed in detail. It is also suggested that the use of these approaches is learned and therefore can be culturally dependent. Empirical research, both qualitative and quantitative, is reported in the article. This appears to substantiate the existence of this marshalling process; the three approaches outlined, plus-in terms of gender at least-their use, appear to be, to a degree, culturally dependent.

Keywords: CONSUMER BEHAVIOUR; DECISION MAKING; GENDER; RETAILING; SHOPPING

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/095939697343148

Publication date: January 1, 1997

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