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Investigating the consumer–environment interaction through image modelling technologies

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This study uses an innovative research tool to evaluate the hypothesis of a consumer–environment interaction. A new computer graphics methodology keeps track of the time spent and the number of purchases made during shopping, together with several other behavioural measures. A laboratory experiment uncovered an interaction effect in dwell time and number of purchases between the type of shopping trip (fill-in trip vs. major trip) and the consumers' layout preference. Shoppers taking major trips were more prone to shop in a free-form layout, whereas those taking fill-in trips tended to prefer a grid layout. The article discusses implications for research and practice, identifying areas for future research.

Keywords: Consumer; interaction; layout; shopping plans; store environment

Document Type: Research Article


Affiliations: 1: Istituto di Economia & Marketing, Università IULM, Milan, Italy 2: Department of Consumers and Business Communication, Università IULM, Milan, Italy

Publication date: 2006-12-01

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