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Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase (RV of 2008/51/MKT/ACGRD)

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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 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 visual attention and works particularly well for frequent users of the brand, for low market-share brands, and for young, 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. Our 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.

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en

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application/pdf

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http://flora.insead.edu/fichiersti_wp/inseadwp2009/2009-24.pdf

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Copyright INSEAD. All rights reserved