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/
• Institution: Universiti Teknologi Petronas

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...