"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."Über den Autor:
born in 1985. She studied International Marketing Communication - Advertising in Budapest and International Business Relations - Consumer Behavior and Market Research in Eisenstadt. She gained experiences both at Hungarian and Austrian advertising agencies. Currently living in Hungary and working in Austria in an international field.
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