Game changing strategies for retailers: How to create utilitarian offers for shoppers

• Main Authors: Ahmed, S., Ting, D.H., Johl, S.K., Abdul Jamak, A.B.S.B.
• Format: Conference or Workshop Item
• Published: Institute of Electrical and Electronics Engineers Inc. 2015
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84962257337&doi=10.1109%2fISTMET.2015.7359007&partnerID=40&md5=f0377b23c3c8558ce214f613f475d342; http://eprints.utp.edu.my/30731/

the purpose of this study is to investigate why shopper experiences cognitive dissonance in the aftermath of impulsive shopping and what should be the retailer's strategy on that. A qualitative phenomenological research method was undertaken. In-depth interviews were conducted. The analysis rev...