The bright side of disorganization: When surprise generates low-price signals |
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| Institution: | 1. Business School, Department of Management, Unisinos University, Av. 950, Porto Alegre, RS, CEP | 93022-750, Brazil;2. Australian Institute of Business (AIB), Marketing from the University of South Australia, Level 16/1 King William St, Adelaide, SA, 5000, Australia;3. Fundação Getulio Vargas''s Sao Paulo School of Business Administration (FGV EAESP), Av. 9 de Julho, 2029, Bela Vista, São Paulo, CEP 01313-902, Brazil;4. Woxsen School of Business, Hyderabad, Telangana, 502345, India;1. Business School, Department of Management, Unisinos University, Av. 950, Porto Alegre, RS, CEP | 93022-750, Brazil;2. Australian Institute of Business (AIB), Marketing from the University of South Australia, Level 16/1 King William St, Adelaide, SA, 5000, Australia;3. Fundação Getulio Vargas''s Sao Paulo School of Business Administration (FGV EAESP), Av. 9 de Julho, 2029, Bela Vista, São Paulo, CEP 01313-902, Brazil;4. Woxsen School of Business, Hyderabad, Telangana, 502345, India;1. QUT Business School, Queensland University of Technology, 2 George Street, PO Box 2434, Brisbane, Queensland, 4001, Australia;2. EGADE Business School, Tecnológico de Monterrey, Av. Eugenio Garza Sada 2501, Col. Tecnológico, c.p. 64700, Monterrey, Nuevo León, Mexico;1. School of Civil and Environmental Engineering, Nanyang Technological University, Singapore;2. Department of International Logistics, Chung-Ang University, Republic of Korea;1. China Institute of FTZ Supply Chain, Shanghai Maritime University, Shanghai, 201306, China;2. Yonsei Frontier Lab, Yonsei University, Seoul, South Korea;3. Center for Sustainable Supply Chain Engineering, Department of Technology and Innovation, Danish Institute for Advanced Study, University of Southern Denmark, Campusvej 55, Odense M, Denmark;4. School of Business, Public Policy and Social Entrepreneurship, Dr. B. R. Ambedkar University Delhi, India;5. Department of Operational Research, University of Delhi, Delhi, India;6. School of Business, Woxsen University, Sadasivpet, Telangana, India;1. Shenzhen University, China;2. Dongguan University of Technology, China;1. School of Business and Administration, Chongqing Technology and Business University, Chongqing, China;2. School of Public Policy and Administration, Chongqing University, Chongqing, China;1. College of Economics and Management, China Agricultural University, 17 Qinghua E Rd, Haidian District, Beijing, PR China;2. School of Business, Renmin University of China, No. 59 Zhongguancun Street, Haidian District, Beijing, 100872, PR China |
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| Abstract: | The research problem of this paper attempts to understand the effects of disorganized versus organized shelves on search information. Contemporary retail studies have tended to discover how the organization of displays can evoke increased consumer attention. Thus, the purpose is to examine how disorganization cues shelf displays foster surprise through information search and the implications of that process for visualizing low-price signals. In three experiments carried out using eye-tracking devices and face reader techniques (two in the laboratory and one in the field), empirical evidence is presented that disorganization cues can generate an increase in information search generated by cognitive processing, increased emotional surprise manifested levels via schema discrepancy, and perception of low-price provoked by the attempt to reduce the risk of choice. |
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| Keywords: | Disorganized display cues Cognitive processing Schema discrepancy Surprise And low-price perception |
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