Communication Model

  • Constant Berkhout


The way of merchandising and the actual packaging of the product tell the shopper much about the function of the products and how they satisfy the shopper needs. However, this may not be sufficient and the role of online information, store staff and in-store signs needs to be considered for each category. To avoid communication overload, Berkhout presents a communication model that advises on the type of media and messages based on the phase in the shopping trip (before versus in the moment of decision-making) and the way of information processing (appeal to System 1 or 2).

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Constant Berkhout
    • 1
  1. 1.Rijnbrug AdviesUtrechtThe Netherlands

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