behaviour during consultative selling. Also, the related studies (Plassmann &
O'Doherty 2007; Knutson, Rick, Wimmer, Prelec & Loewenstein, 2007) have been
predominantly applications of an ultimatum game that concentrate on purchase
decision, rather than to the degree of Willingness to Purchase during the whole
marketing exchange process.
According to the consultative selling tactics, retail sales workers satisfy specific
customer needs in each step of the process. The process starts from exploring and
addressing consumer needs, engaging the customer to the solution that is relevant
for the customer’s problem, and finally closing the sale in a firm and natural way.
The idea of the research setting was to create an illusion of a shopping experience
with friendly and knowledgeable sales people who master the consultative selling
process. A virtual customer journey worked as a paradigm to expose the retail
marketing assets to the test subjects. The research setting was partly based on
Rangel’s model of the basic computations involved in making the choice (Rangel,
Camerer & Montague, 2008), and the retail marketing assets from the global
marketing campaign of Nokia were used as a stimulus in the test