here - POPAI Australia & New Zealand

In fact, Harvey Hartman has written an entire article on this
Key points from his article „For shoppers, there‟s no
place like home‟:
• Shopping behaviour has more to do with things
happening in the household than things happening in
the store
• Cultural occasions are more important than
behavioural scripts
• Cultural occasions drive shopping behaviour, where
brands and products are tools to complete occasion
specific tasks
PAGE 87
Source: Hartman, H: For Shoppers, There’s No Place Like Home in ‘Shopper Marketing’, Markus Stahlberg Ed, Ville Maila, 2010 Pgs 38-41