 The effect of shelf layout on satisfaction and perceived assortment size: An empirical assessmentGabriele Pizzi and Daniele Scarpi Journal of Retailing and Consumer Services, 2016, vol. 28, issue C, 67-77 Abstract: This research compares the effect of different shelf visual layouts on decision satisfaction and perceptions of the retailer assortment, with a focus on how (e.g. vertically vs. horizontally) to display products rather than on how many products to display. The combined evidence from three experimental studies shows that displaying assortment breadth horizontally and depth vertically led participants to perceive a larger selection and to be more satisfied. Furthermore, linear displays increase decision satisfaction but decrease perceived assortment size and preference strength for the top brand, whereas visual layouts with the preferred brand in the central position increase decision satisfaction, make the assortment appear larger, and enhance preference strength for the top brand. The findings provide guidelines about how to organize products on the shelves and suggest that – even when actual assortment size is constant – consumer responses to the assortment depend from how the retailer displays the products. Keywords: Shelf layout; Satisfaction; Perceived assortment size (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:28:y:2016:i:c:p:67-77 DOI: 10.1016/j.jretconser.2015.08.012 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 |
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