To reduce costs and facilitate implementation, a virtual 3D test store offers an attractive alternative to a physical test store for marketers interested in testing in-store–based marketing initiatives (e.g., packaging, price). With a comparison of controlled samples, this study shows that consumers’ declared attitudes toward the two types of test stores are the same. However, significant differences arise in their in-store purchasing behaviors and level of attention to price information. These differences are moderated by consumers’ habitual purchases of the focal brand. The findings thus have key implications for both marketing research and practice. Link to the article
DESMET, P., BORDENAVE, R. and TRAYNORV, J. (2013). Différences de comportement d'achat entre des magasins laboratoires réels et virtuels. Recherche et Applications en Marketing, 28(2), pp. 71-86.