Shopping Script and Marketing Research
DOI:
https://doi.org/10.4468/2003.2.06delgiudiceKeywords:
Marketing Research, Market Research, Shopping Scripts, Cognitive Processes, Marketing, Global MarketsAbstract
Today’s global markets have brought a new definition of the concept of loyalty. If a customer enjoys a continuous purchasing experience with a single supplier, he will develop a behavioural pattern, known as a ‘shopping script’, which may reduce his cognitive effort and optimise purchasing times. The possession of the script and the customer satisfaction inherent in its use, shape the switching costs which act as change resistance factors from the customer point of view. The script belongs to the wider family of cognitive patterns. It represents a pattern that contains knowledge of the temporal sequence of an event and it is used by the individual to understand events and to reduce the cognitive effort.
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