Competing for attention with in-store promotions

Megan Phillips, Andrew G. Parsons, Helene J. Wilkinson and Paul W. Ballantine

Journal of Retailing and Consumer Services, 2015, vol. 26, issue C, 141-146

Abstract: 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)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (14)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698915000648
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:26:y:2015:i:c:p:141-146

DOI: 10.1016/j.jretconser.2015.05.009

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().