 Measuring the shopper's attitude toward the point of sale display: Scale development and validationFelix Horstmann Journal of Retailing and Consumer Services, 2017, vol. 36, issue C, 112-123 Abstract: In Europe alone, marketers invest several hundred million of Euros in marketing activities at the point of sale every year. A prominent role is assigned to display promotions. However, despite their large practical importance, surprisingly, there is no measure to pre-evaluate different displays and their design facets so that the display which reached the best pre-evaluation results may be identified and, if poor rated facets were found, those may be altered before production and rollout of the display in question. Therefore, this paper develops and validates a scale to measure the shopper's attitude toward a point of sale display reflecting all relevant facets of a display from the shopper's point of view. Examination of the scale led to satisfactory results in terms of reliability, validity, and its predictive power for purchase intention. Summarizing, the scale can help to improve display designs prior to rollout, thus, enhancing the efficiency of display promotions. Keywords: Point of sale marketing; In-store marketing; Display promotion; Attitude toward the point of sale display; Scale development; Scale validation (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:36:y:2017:i:c:p:112-123 DOI: 10.1016/j.jretconser.2017.01.011 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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