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Does in-store marketing work? Effects of the number and position of shelf facings on attention and evaluation at the point of purchase

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Recent trends in marketing have demonstrated an increased focus on in-store expenditures in the hope of grabbing consumers at the point of purchase. But does it 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 obtained has a strong impact on evaluation that is entirely mediated by its effect on attention and works particularly well for regular brand users, for new and low market-share brands, and for consumers whose shopping goal is buying, not browsing. They also find that that merely gaining in-store attention is not always sufficient to drive sales. Some shelf positions, for example, improve attention but these effects do not always carry through to evaluation. This ability to separate effective and ineffective sources of incremental attention underscores 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.

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en

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application/pdf

Resource resource URL

http://flora.insead.edu/fichiersti_wp/inseadwp2008/2008-51.pdf

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Copyright INSEAD. All rights reserved