Competing for attention with in-store promotions
Andrew G. Parsons,
Helene J. Wilkinson and
Paul W. Ballantine
Journal of Retailing and Consumer Services, 2015, vol. 26, issue C, 141-146
Supermarkets typically have an in-store demonstration located near the promotional end-of-aisle (or end-cap) area due to space requirements. Using a field experiment, we examine whether the occurrence of these in-store promotions competing for attention and engagement can disrupt each other, using binary logistic regression to analyse shopper behaviour. Results show the best way to attract attention to the end-of-aisle is not to have an in-store demonstration near it, or if required, a complementary product to the end-of-aisle should be used. Inferences based upon shopper characteristics are also given, providing important nuances in the attention to, and engagement with, in-store promotions.
Keywords: In-store promotions; End-of-aisle; Shopper behaviour; Attention (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:26:y:2015:i:c:p:141-146
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