Competing for attention with in-store promotions |
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| Affiliation: | 1. Department of Marketing, Advertising, Retailing, and Sales, Auckland University of Technology, Private Bag 92006, Auckland 1142, New Zealand;2. Department of Management, Marketing, and Entrepreneurship, University of Canterbury, Private Bag 4800, Christchurch 8140, New Zealand;1. SKEMA Business School – Université de Lille, Avenue W. Brandt, 59777 Euralille, France;2. Université Catholique de Louvain, UCL 151 Chaussée de Binche, 7000 Mons, France;1. Chair of Marketing, Department of Management, University of Fribourg, Boulevard de Pérolles 90, 1700 Fribourg, Switzerland;2. Doctoral Student in Marketing, Department of Management, University of Fribourg, Boulevard de Pérolles 90, 1700 Fribourg, Switzerland;1. The University of Texas at Tyler, 3900 University Blvd., Tyler, TX 75799, United States;2. University of Tennessee, Knoxville, TN, United States;1. College of Technology University of Houston, 110 Cameron, Houston, TX 77204, USA;2. Ted Rogers School of Retail Management Ryerson University, 55 Dundas Street, West Toronto, Ontario M5G 2C5, Canada;3. Department of Information Technology Konkuk University, Seoul, South Korea;4. Department of Industrial Design Ohio State University, Columbus, OH, USA;1. Monash Business School, Department of Marketing, Monash University, Caufield East, Australia;2. School of Business, Rutgers University, Camden, NJ, United States |
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| Abstract: | Supermarkets typically have an in-store demonstration located near the promotional end-of-aisle (or end-cap) area due to space requirements. Using a field experiment, we examine whether the occurrence of these in-store promotions competing for attention and engagement can disrupt each other, using binary logistic regression to analyse shopper behaviour. Results show the best way to attract attention to the end-of-aisle is not to have an in-store demonstration near it, or if required, a complementary product to the end-of-aisle should be used. Inferences based upon shopper characteristics are also given, providing important nuances in the attention to, and engagement with, in-store promotions. |
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| Keywords: | In-store promotions End-of-aisle Shopper behaviour Attention |
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