Influencing shopping value perceptions: the effect of in-store experiential events

This paper investigates how experience enhancing in-store retail events impact consumer shopping value perceptions. We report findings from a survey among DIY shoppers who were presented with shopping scenarios that varied the presence and type of in-store experiential event available in their preferred store. ANOVA tests are conducted and indicate that the presence of an in-store event significantly increases consumer value perceptions on the dimension of enjoyment, but not on convenience or risk when compared to a control condition where no event is mentioned