Cognitive and emotional responses to point-of-purchase activities: An experiment using personal computers.
Item
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Title
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Cognitive and emotional responses to point-of-purchase activities: An experiment using personal computers.
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Identifier
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AAI8820888
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identifier
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8820888
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Creator
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Plank, Richard Emil.
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Contributor
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Adviser: Leon G. Schiffman
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Date
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1988
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing
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Abstract
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This dissertation is concerned with the application of learning theory to point-of-purchase activities for personal computers.;The central aim of this study was to assess how learning theory could be used to develop point-of-purchase activities and test effectiveness of these activities. This assessment was made on the basis of a four-group, after-only with control group, field experiment in a retail department store involving 148 actual shoppers at a Monmouth County, New Jersey Mall.;The dependent variables used in the study were: (1) perceived attributes of the innovation (personal computers), relative advantage, complexity, compatibility, trialability, and observability, (2) intention to buy, (3) measures of emotion, specifically: happiness, attention and surprise, and (4) a measure of skepticism.;Two moderator variables used in the study were: (1) knowledge of personal computers (held constant at a low level), and (2) arousal seeking tendency.;The manipulations in the study were computer disks of a learning experience which the respondent completed. The actual manipulations were: (1) control group, (2) fully overt, reinforced interactive exercise, (3) non-overt reinforced interactive exercise, and (4) non-interactive exercise.;Twenty-two (22) hypotheses were tested. Twenty of these hypotheses had both main and control effects. In general the main effects based on learning theory could not be supported. It was fairly clear, however, through examination of control group effects that giving a point-of-purchase trial was superior to no trial. Hypothesis twenty-one demonstrated that salesperson generated point-of-purchase trial requests were superior to sign generated requests in getting a trial. Hypothesis twenty-two demonstrated that a person's arousal seeking tendency had an effect on their intention to participate in point-of-purchase activities.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
