In-store Distraction

Francesca Negri; Edoardo Fornari; Sebastiano Grandi; Daniele Fornari

In-store Distraction

Francesca Negri^*
, Edoardo Fornari
, Sebastiano Grandi
, Daniele Fornari

^*Corresponding author

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

Academics and practitioners have studied in depth the fast-growing importance of smartphones in the new Digital Customer Journey. Starting from the simple consideration that an Instagram notification is compelling and more engaging than a grocery display, this study approaches the role of the smartphone in shopping behaviour from a new point view: as an element of distraction during the shopping activity, which can lower the effectiveness of the in-store marketing efforts. With a qualitative approach (nonparticipant observation as data collection method) was studied the Mobile and Digital Distraction phenomenon, and were provided managerial and customer implication

Original language	English
Title of host publication	Proceedings XV SIM Conference, I percorsi identitari del Marketing
Pages	1-6
Number of pages	6
Publication status	Published - 2018
Event	XV SIM Conference, I percorsi identitari del Marketing - Bari (Italy). Duration: 18 Oct 2018 → 19 Oct 2018

Conference

Conference	XV SIM Conference, I percorsi identitari del Marketing
City	Bari (Italy).
Period	18/10/18 → 19/10/18

Keywords

Distraction, Mobile devices, In-store stimuli, Grocery retailing

Cite this

@inproceedings{8faf9360089c4361a056a1e1dfd013f0,

title = "In-store Distraction",

abstract = "Academics and practitioners have studied in depth the fast-growing importance of smartphones in the new Digital Customer Journey. Starting from the simple consideration that an Instagram notification is compelling and more engaging than a grocery display, this study approaches the role of the smartphone in shopping behaviour from a new point view: as an element of distraction during the shopping activity, which can lower the effectiveness of the in-store marketing efforts. With a qualitative approach (nonparticipant observation as data collection method) was studied the Mobile and Digital Distraction phenomenon, and were provided managerial and customer implication",

keywords = "Distraction, Mobile devices, In-store stimuli, Grocery retailing, Distraction, Mobile devices, In-store stimuli, Grocery retailing",

author = "Francesca Negri and Edoardo Fornari and Sebastiano Grandi and Daniele Fornari",

year = "2018",

language = "English",

isbn = "978-88-943918-2-4",

pages = "1--6",

booktitle = "Proceedings XV SIM Conference, I percorsi identitari del Marketing",

note = "XV SIM Conference, I percorsi identitari del Marketing ; Conference date: 18-10-2018 Through 19-10-2018",

}

TY - GEN

T1 - In-store Distraction

AU - Negri, Francesca

AU - Fornari, Edoardo

AU - Grandi, Sebastiano

AU - Fornari, Daniele

PY - 2018

Y1 - 2018

N2 - Academics and practitioners have studied in depth the fast-growing importance of smartphones in the new Digital Customer Journey. Starting from the simple consideration that an Instagram notification is compelling and more engaging than a grocery display, this study approaches the role of the smartphone in shopping behaviour from a new point view: as an element of distraction during the shopping activity, which can lower the effectiveness of the in-store marketing efforts. With a qualitative approach (nonparticipant observation as data collection method) was studied the Mobile and Digital Distraction phenomenon, and were provided managerial and customer implication

AB - Academics and practitioners have studied in depth the fast-growing importance of smartphones in the new Digital Customer Journey. Starting from the simple consideration that an Instagram notification is compelling and more engaging than a grocery display, this study approaches the role of the smartphone in shopping behaviour from a new point view: as an element of distraction during the shopping activity, which can lower the effectiveness of the in-store marketing efforts. With a qualitative approach (nonparticipant observation as data collection method) was studied the Mobile and Digital Distraction phenomenon, and were provided managerial and customer implication

KW - Distraction, Mobile devices, In-store stimuli, Grocery retailing

UR - http://hdl.handle.net/10807/145081

UR - http://www.simktg.it/sp/convegno-2018.3sp

M3 - Conference contribution

SN - 978-88-943918-2-4

SP - 1

EP - 6

BT - Proceedings XV SIM Conference, I percorsi identitari del Marketing

T2 - XV SIM Conference, I percorsi identitari del Marketing

Y2 - 18 October 2018 through 19 October 2018

ER -

In-store Distraction

Abstract

Conference

Keywords

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