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What is the best antidote to showrooming? – Best Paper Award for Peter Verhoef

04 January 2018
Peter Verhoef

The article The Showrooming Phenomenon: It’s More than Just About Price, published by Sonja Gensler (University of Münster), Scott Neslin (Tuck School of Business in Dartmouth) and Peter Verhoef (professor of Marketing at the University of Groningen) is the winner of the award for the Best Paper published in the Journal of Interactive Marketing in 2017. This award carries a $1,000 cash prize.

The researchers examined the causes of showrooming. Their research showed that showrooming is a very common practice. Saving money is obviously the main reason that customers make their purchases online. But in addition to price, non-financial factors also play a key role in the decision on whether to go showrooming. They include people’s expectation of poor service in a physical shop, such as having to wait until someone serves them.

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