search query: @author Schmalen, H. / total: 16
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Author: | Schmalen, H. Lang, H. |
Title: | Hybrides Kaufverhalten und das Definitionskriterium des Mehrproduktfalls |
Journal: | Marketing: Zeitschrift für Forschung und Praxis
1998 : VOL. 20:1, p. 5-13 |
Index terms: | SHOPPING INDIVIDUAL BEHAVIOUR PURCHASING PRODUCT INVOLVEMENT |
Language: | ger |
Abstract: | A single individual's simultaneously making expensive, good-value and low priced purchases (cross-shopping behaviour) is first theoretically accounted for referring to the involvement constructs "purchase involvement" and "product involvement". The empirical verification is conducted on the basis of a survey on the purchase of sneakers and hi-fi equipments. For both products all facets of cross-shopping behaviour occur, that an individual exhibits different products, and that this can be explained by the specific involvement structure existing in the individual case. |
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