Beyond Promotion-Based Store Switching: Antecedents and Consequences of Systematic Multiple-Store Shopping

Research, Preprint OPEN
Gijsbrechts, E.; Campo, K.; Nisol, P.;
  • Publisher: Marketing
  • Subject: Store selection | M31 - Marketing | Store selection; consumer shopping behavior; utility maximization; multiple store patronage | utility maximization | multiple store patronage | Store selection;consumer shopping behavior;utility maximization;multiple store patronage | consumer shopping behavior
    • jel: jel:M31

In this paper, we demonstrate that single-purpose multiple store shopping is not only driven by opportunistic, promotion-based motivations, but may also be part of a longer term shopping planning process based on stable store characteristics.Starting from a utility-maxi... View more
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