Working Paper

Where the Rubber Meets the Road: A Model of In-store Consumer Decision Making

J. Jeffrey Inman and Russell S. Winer

Jan 1, 1998

Develops a model of consumer decision making that identifies the characteristics of the consumer and the characteristics of the specific shopping trip that affect in-store purchases; uses data on over 30,000 choices by 4,200 consumers in 14 cities.

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