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Consumer learning and its impact on store format selection

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  • van Waterschoot, Walter
  • Kumar Sinha, Piyush
  • Van Kenhove, Patrick
  • De Wulf, Kristof

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.

Suggested Citation

  • van Waterschoot, Walter & Kumar Sinha, Piyush & Van Kenhove, Patrick & De Wulf, Kristof, 2008. "Consumer learning and its impact on store format selection," Journal of Retailing and Consumer Services, Elsevier, vol. 15(3), pages 194-210.
    • Handle: RePEc:eee:joreco:v:15:y:2008:i:3:p:194-210
    DOI: 10.1016/j.jretconser.2007.03.005
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    References listed on IDEAS

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    5. Uniyal, Dwarika Prasad & Sinha, Piyush Kumar, 2009. "Point of Purchase Communication: Role of Information Search, Store Benefit and Shopping Involvement," IIMA Working Papers WP2009-11-07, Indian Institute of Management Ahmedabad, Research and Publication Department.

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