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)
Author: Chandon, Pierre ; Hutchinson, J. Wesley ; Bradlow, Eric ; Young, ScottINSEAD Area: Marketing Series: Working Paper ; 2009/24/MKT/ACGRD (revised version of 2008/51/MKT/ACGRD) Publisher: Fontainebleau : INSEAD-Wharton Alliance Center for Global Research and Development (ACGRD) 2009.Language: EnglishDescription: 47 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: 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. Previous title: Does in-store marketing work? Effects of the number and position of shelf facings on attention and evaluation at the point of purchase - Chandon, Pierre;Hutchinson, J. Wesley;Br - 2008 - INSEAD Working Paper| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Digital Library | Available | BC008813 |
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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