Shelf sequence and proximity effects on online grocery choices

Els Breugelmans (), Katia Campo () and Els Gijsbrechts

Marketing Letters, 2007, vol. 18, issue 1, 117-133

Abstract: Research on shelf effects in traditional grocery stores shows that a product's absolute and relative shelf position may strongly affect consumer choices. The authors examine whether and how such shelf effects translate to an online grocery context. We find that a product's choice probability increases when presented on the first screen or located near focal items, especially when the latter are out-of-stock. These primacy and proximity effects have stronger impacts on choice decisions when assortments are more difficult to evaluate and when a clear shelf organization facilitates the use of shelf-based choice heuristics. Copyright Springer Science + Business Media, LLC 2007

Keywords: Retailing; Shelf management; Assortment; Online shopping; Choice decision (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (11)

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DOI: 10.1007/s11002-006-9002-x

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