Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase

被引:479
作者
Chandon, Pierre [1 ]
Hutchinson, J. Wesley [1 ]
Bradlow, Eric T. [1 ]
Young, Scott H. [1 ]
机构
[1] Univ Penn, Wharton Sch, Wharton Interact Media Initiat, Philadelphia, PA 19104 USA
关键词
point-of-purchase marketing; merchandising; in-store decision making; attention; eye tracking; VISUAL-ATTENTION; CHOICE; SALES; MANAGEMENT; PROMOTION; INTERPLAY; DISPLAY; SEARCH; IMPACT; MEMORY;
D O I
10.1509/jmkg.73.6.1
中图分类号
F [经济];
学科分类号
02 ;
摘要
Recent trends in marketing have demonstrated an increased focus on in-store expenditures with the hope of "grabbing consumers" at the point of purchase, but does this make sense? To help answer this question, the authors examine the interplay between in-store and out-of-store factors on consumer attention to and evaluation of brands displayed on supermarket shelves. Using an eye-tracking experiment, they find that the number of facings has a strong impact on evaluation that is entirely mediated by its effect on visual attention and works particularly well for frequent users of the brand, for low-market-share brands, and for young and highly educated consumers who are willing to trade off brand and price. They also find that gaining in-store attention is not always sufficient to drive sales. For example, top- and middle-shelf positions gain more attention than low-shelf positions; however, only top-shelf positions carry through to brand evaluation. The results underscore the importance of combining eye-tracking and purchase data to obtain a full picture of the effects of in-store and out-of-store marketing at the point of purchase.
引用
收藏
页码:1 / 17
页数:17
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