Consumer Responses to In-Store Themed Events

This research investigates how in-store themed events affect consumer behaviour. Consumer responses to in-store events are studied at two distinct points in the shopping process. The first is at the point a consumer decides where to shop. Specifically, we are interested in how the in-store themed event impacts store choice and its effect on the consumer's anticipated experience. The second point in the shopping process is within the retail setting. Here we are interested in how the presence of a themed event might impact consumers' in-store behaviour. […]