![]() Over the past few decades, understanding consumer purchasing behaviour and decision-making processes has become crucial both for researchers and retailers who are searching for innovative and stimulating ways to present products in order to increase shopping activity ( Bäckström and Johansson, 2006 Grewal et al., 2017). ![]() The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2021, Luca Marinelli, Fabio Fiano, Gian Luca Gregori and Lucia Michela Daniele License
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