Measuring the shopper's attitude toward the point of sale display: Scale development and validation |
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| Institution: | 1. University of Lethbridge, 4401 University Drive, Lethbridge, Alberta, Canada T1K 3M4;2. Faculty of Management, University of Lethbridge, 4401 University Drive, Lethbridge, Alberta, Canada T1K 3M4;1. Karlstad University, SAMOT Vinn Excellence Center, Service Research Center, SE-651 88 Karlstad, Sweden;2. University of Borås, SE-501 90 Borås, Sweden;1. Aston Business School, Marketing Group, Aston Triangle, Birmingham B4 7ET, UK;2. Professor of Technology Marketing, ETH Zürich, Weinbergstr. 56/58, 8092 Zuerich, Switzerland;3. Accenture Professor and Professor of Marketing, Boston College, Chestnut Hill, MA 02467 USA;1. Northern Illinois University, DeKalb, IL 60115, USA;2. Externado University of Colombia, Bogota, Colombia;3. Department of Psychology, The University of Texas at Arlington, Arlington, TX 76019, USA;4. Queensland University of Technology, Brisbane, AU, Australia;1. University of Macau, China;2. Curtin University, Australia |
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| Abstract: | In Europe alone, marketers invest several hundred million of Euros in marketing activities at the point of sale every year. A prominent role is assigned to display promotions. However, despite their large practical importance, surprisingly, there is no measure to pre-evaluate different displays and their design facets so that the display which reached the best pre-evaluation results may be identified and, if poor rated facets were found, those may be altered before production and rollout of the display in question. Therefore, this paper develops and validates a scale to measure the shopper's attitude toward a point of sale display reflecting all relevant facets of a display from the shopper's point of view. Examination of the scale led to satisfactory results in terms of reliability, validity, and its predictive power for purchase intention. Summarizing, the scale can help to improve display designs prior to rollout, thus, enhancing the efficiency of display promotions. |
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| Keywords: | Point of sale marketing In-store marketing Display promotion Attitude toward the point of sale display Scale development Scale validation |
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