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Showrooming and the Small Retailer

Qualitative Consumer Research

ISBN: 978-1-78714-492-7, eISBN: 978-1-78714-491-0

ISSN: 1548-6435

Publication date: 1 August 2017



This is one of the first papers to be published in an academic journal on the value of showrooming. It provides a typology of consumers grouped by their behavior, that is, how and why they engage or don’t engage in showrooming. This can help academic researchers in future research as well as managers of small retail businesses. We also identified a new, third type of reference pricing.



Brown, T.A., Friedman, D.C. and Taran, Z. (2017), "Showrooming and the Small Retailer", Qualitative Consumer Research (Review of Marketing Research, Vol. 14), Emerald Publishing Limited, Bingley, pp. 79-94.



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