The prime goal of this research is to study the main short- and long-term consequences of browsing behavior in a retail outlet suggested by the scientific literature: non-planned purchases, time spent in the store, affective reactions, customer satisfaction and consequently, the intent to re-visit the store, to make future purchases in this store, and to recommend it. To test that, a field study was conducted in the leisure department of a hypermarket (books, comics, DVDs, CDs, video games, etc.), 599 consumers were interviewed. The results show that the main short-term consequence of browsing behavior is the time spent by consumers in the retail outlet followed by affective reactions, customer satisfaction, and non-planned purchases.
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