Browsing by Author "Grifa, Margherita"
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- How the shopping context affects the consumer decision making processPublication . Grifa, Margherita; Braga, João NizaNowadays when consumers do shopping they can decide if doing it online or instore. Many studies demonstrate that the two channels present similarities but also specific attributes that make each channel unique. The focal point of this thesis is to understand the psychological impact of online and offline shopping contexts in relation to the dual system and dual process models of reasoning and decision making. In particular, we want to investigate if the decision making process changes based on the different buying context (online and offline). Therefore, dual models helped us to understand the implicit and explicit attitude formation and intuitive and deliberate decision processes in consumer psychology. An experimental study was conducted, which had a total of 179 Italian participants. The analysis of the results showed that the shopping context actually has a significant impact on consumers’ thinking style. Nevertheless, the outcomes of this analysis go in the opposite directions by showing the opposite trend compared to what we expected to see.