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Perception, Selectivity and Decision Making At the Point of Sale

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

Authors

H. Phillips

A.J. Broderick

P. Thompson



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.