Applying Learning Theory In A Retailing Environment

Abstract

This paper reports on an experiment, conducted in a retail computer store, that assesses one aspect of the success of point-of-purchase activities developed from the perspective of learning theory.  Department store shoppers were recruited to participate in a study disguised as an adult computer learning application and asked to take part in one of three point-of-purchase applications or a control group.  The purpose of the study was to see if learning theory, often tested in a laboratory experimental context, could be used to develop meaningful point-of-purchase activities for retail selling of computers.  The results of the study indicated that some type of point-of-purchase activity may be preferable to no activity, but that the types of point-of-purchase used in this study make no difference on the dependent measures, perceptions of computer attributes and intention to buy.  The study is one more indicated of the difficulty of using laboratory findings and extending them to an applied field setting.