In store decision makingprovide an understanding of how and why consumers respond to in-store marketing actions. Begin with your Solomon text on In-Store Decision Making, pp. 350-353. Your paper should explore the purchase influences of marketing communications via traditional media, mobile devices, the internet, and social media, as well as in-store digital and non-digital signage. The consumer impact of the integration of such media and vehicles is of interest, as well. Also of interest is the manner in which these media are used, including personalization of messages and localization of targets. Compare responses to in-store pricing policies where there are everyday low prices vs. heavy promotional pricing events and couponing. Consumer response behavior may include in-store trial/consumption experiences, engagement experiences, promotionally induced motivation, etc. address some of the metrics for assessing different facets of in-store advertising and promotion aggregate response.
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