Ketchup with your fries? Utilizing complementary product displays to transfer attention to a focal product

Anita Radon, Daniel C. Brannon and James Reardon

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: Does placing a display of complementary condiments (e.g., ketchup, mustard, buns,etc.) next to a display of hamburgers make shoppers more likely to attend to the hamburgers? Prior work has established that in-store marketing strategies play an important role in drawing attention to products in a retail setting. Building on this research, the present study develops a framework to better understand how shoppers in a natural retail environment attend to displays of complementary products, and how this attention transfers to a focal product. The results suggest that assortment complexity of a display positively affects initial attention capture.. Further, initial attention capture leads shoppers to spend longer evaluating the complementary products in the display, which, in turn, increases evaluation and choice of the focal product. As such, our framework indicates that complementary product displays can be effective at increasing attention to and choice of an associated focal product.

Keywords: Retail displays; Attention transfer; Visual attention capture; Eye-tracking; Complementary products (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313473

DOI: 10.1016/j.jretconser.2020.102339

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