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Researchers from the University of Murcia are awarded at the XXX International Marketing Congress of AEMARK (14/09/2018)

The annual congress organized by the Spanish Association of Academic and Professional Marketing (AEMARK), held in Barcelona from September 5 to 7, has awarded a prize in the area of ​​Marketing and Market Research at the UMU.

The work, entitled 'The effect of online reviews on consumer behavior at the point of sale', analyzes whether the presence of information on the online reviews of a product at the physical point of sale influences consumer behavior.

The results show that the presence of online reviews and comments at the point of sale reduces the perceived risk of making a purchase decision, in addition to increasing the intention to make unplanned purchases at the point of sale.

Therefore, one of the main recommendations of this work is that retailers should start offering this type of information at the point of sale.

If not, the consumer will look for it in other online sources with the consequent loss of information control.

The teachers responsible for the study are Josefa Jover, Mariola Palazón and Manuela López.

Source: Universidad de Murcia

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