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Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
 

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

Article DOI: 10.3791/55719
July 24th, 2017

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Summary July 24th, 2017

This paper describes the use of a desktop virtual store to create virtual shopping environments to investigate in-store consumer behavior. A description of the protocol to build and run experiments, example results from an experiment concerning store layout, and important considerations when conducting virtual store experiments are presented.

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