Visual Search from the perspective of in-store exploration behavior: scale development and validation
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 e...
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2022
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oai:scholars.utp.edu.my:339022022-12-20T03:45:38Z http://scholars.utp.edu.my/id/eprint/33902/ Visual Search from the perspective of in-store exploration behavior: scale development and validation Ahmed, S. Hooi Ting, D. 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. © 2022 Informa UK Limited, trading as Taylor & Francis Group. Routledge 2022 Article NonPeerReviewed Ahmed, S. and Hooi Ting, D. (2022) Visual Search from the perspective of in-store exploration behavior: scale development and validation. Journal of Strategic Marketing. ISSN 0965254X https://www.scopus.com/inward/record.uri?eid=2-s2.0-85124890073&doi=10.1080%2f0965254X.2022.2032287&partnerID=40&md5=7a58159b707c67e159281036cd9ae87e 10.1080/0965254X.2022.2032287 10.1080/0965254X.2022.2032287 10.1080/0965254X.2022.2032287 |
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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. © 2022 Informa UK Limited, trading as Taylor & Francis Group. |
| format |
Article |
| author |
Ahmed, S. Hooi Ting, D. |
| spellingShingle |
Ahmed, S. Hooi Ting, D. Visual Search from the perspective of in-store exploration behavior: scale development and validation |
| author_facet |
Ahmed, S. Hooi Ting, D. |
| author_sort |
Ahmed, S. |
| title |
Visual Search from the perspective of in-store exploration behavior: scale development and validation |
| title_short |
Visual Search from the perspective of in-store exploration behavior: scale development and validation |
| title_full |
Visual Search from the perspective of in-store exploration behavior: scale development and validation |
| title_fullStr |
Visual Search from the perspective of in-store exploration behavior: scale development and validation |
| title_full_unstemmed |
Visual Search from the perspective of in-store exploration behavior: scale development and validation |
| title_sort |
visual search from the perspective of in-store exploration behavior: scale development and validation |
| publisher |
Routledge |
| publishDate |
2022 |
| url |
http://scholars.utp.edu.my/id/eprint/33902/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-85124890073&doi=10.1080%2f0965254X.2022.2032287&partnerID=40&md5=7a58159b707c67e159281036cd9ae87e |
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