Perception, Selectivity and Decision Making At the Point of Sale

Phillips, H.; Broderick, A.J.; Thompson, P.

Abstract

This article develops the concept of selectivity in customers' perception of the point of sale to include the marshalling or organization of stimuli prior to the decision-making process. It is argued that this selective marshalling is necessary to accommodate to the distinctly limited attention span available for decision making. It is suggested that a number of distinct approaches may be used to this end and three candidates are discussed in detail. It is also suggested that the use of these approaches is learned and therefore can be culturally dependent. Empirical research, both qualitative and quantitative, is reported in the article. This appears to substantiate the existence of this marshalling process; the three approaches outlined, plus-in terms of gender at least-their use, appear to be, to a degree, culturally dependent.

Citation

Phillips, H., Broderick, A., & Thompson, P. (1997). Perception, Selectivity and Decision Making At the Point of Sale. The International Review of Retail, Distribution and Consumer Research, 7(1), 79-89. https://doi.org/10.1080/095939697343148

• Journal Article Type: Article
• Publication Date: Jan 1, 1997
• Deposit Date: Jun 29, 2010
• Journal: International Review of Retail, Distribution and Consumer Research
• Print ISSN: 0959-3969
• Electronic ISSN: 1466-4402
• Publisher: Taylor and Francis Group
• Peer Reviewed: Peer Reviewed
• Volume: 7
• Issue: 1
• Pages: 79-89
• DOI: https://doi.org/10.1080/095939697343148
• Keywords: Consumer Behaviour, Retailing, Shopping, Decision Making, Gender.
• Public URL: https://durham-repository.worktribe.com/output/1525454