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Full-Text Articles in Business
Immersive Media & Books: Consumer Behavior And Experience With Multiple Media Forms, Panorama Project, Rachel Noorda, Kathi Inman Berens
Immersive Media & Books: Consumer Behavior And Experience With Multiple Media Forms, Panorama Project, Rachel Noorda, Kathi Inman Berens
English Faculty Publications and Presentations
This is the first study to capture data about how people engage with books, video games and TV/movies. The study’s main emphasis is on behavior with books, with demographic data in three age groups, five U.S. regions, and seven racial/ethnic groups. Books exist in a connected media ecosystem where the most important customers are avid: avid book engagers (4+ books per month), but also avid consumers of other media. It is possible that these people are the ones who drove the 8.2% increase in book sales during 2020. This study finds that customers who engage avidly with books do so …
The Moderating Effect Of Buying Impulsivity On The Dynamics Of Unplanned Purchasing Motivations, Jacob Suher, Wayne D. Hoyer
The Moderating Effect Of Buying Impulsivity On The Dynamics Of Unplanned Purchasing Motivations, Jacob Suher, Wayne D. Hoyer
Business Faculty Publications and Presentations
Previous studies of in-store decision making have assumed that motivations for unplanned purchases are homogeneous throughout a shopping trip. In response to this assumption, the authors develop a conceptual framework to explain how consumers’ internal (i.e., intrinsic) and external (i.e., extrinsic) motivations for unplanned purchases actually vary during a shopping trip. Two field studies and five online experiments provide evidence that the personality trait of buying impulsivity predicts differences in whether a shopper initially focuses on internal motivations (e.g., “because I love it”) or external motivations (e.g., “because it is on sale”) for unplanned purchases at the beginning of a …