Browse by author
Lookup NU author(s): Dr Sohel AhmedORCiD
Full text for this publication is not currently held within this repository. Alternative links are provided below where available.
This study aims to establish a visual search scale that measures shoppers’ in-store exploration behavior. We propose that the attentional control theory used in the psychology domain is transferable to the marketing domain, thus adding a new perspective to existing models of shoppers’ in-store exploration behavior. We develop our psychometric scales and test them over four phases to confirm their validity. Finally, we discuss how visual search could affect shoppers’ in-store exploration behavior, giving marketing managers a new way to deliver effective in-store advertisements, encourage shoppers’ impulsivity, and improve customer relationship management. Marketing managers and manufacturers can use our visual search scale to easily capture several important aspects: the extent to which shoppers consider a product that they do not plan on buying before entering the store, which product categories tend to be considered impulsively, and if in-store shopping behaviors differ between planned and impulsive considerations.
Author(s): Ahmed S, Ting DH
Publication type: Article
Publication status: Published
Journal: Journal of Strategic Marketing
Year: 2023
Volume: 31
Issue: 5
Pages: 1029-1052
Online publication date: 08/02/2022
Acceptance date: 13/01/2022
ISSN (print): 0965-254X
ISSN (electronic): 1466-4488
Publisher: Routledge
URL: https://doi.org/10.1080/0965254X.2022.2032287
DOI: 10.1080/0965254X.2022.2032287
Altmetrics provided by Altmetric
