Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase

49 Pages Posted: 21 May 2009 Last revised: 4 Apr 2012

See all articles by Pierre Chandon

Pierre Chandon

INSEAD

J. Wesley Hutchinson

University of Pennsylvania - Marketing Department

Scott H. Young

Perception Research Services

Eric Bradlow

University of Pennsylvania - Marketing Department

Date Written: May 18, 2009

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.

Suggested Citation

Chandon, Pierre and Hutchinson, John Wesley and Young, Scott H. and Bradlow, Eric, Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase (May 18, 2009). INSEAD Working Paper No. 2009/24/MKT/ACGRD. Available at SSRN: https://ssrn.com/abstract=1406506 or http://dx.doi.org/10.2139/ssrn.1406506

Pierre Chandon (Contact Author)

INSEAD ( email )

Boulevard de Constance
77305 Fontainebleau Cedex
France

John Wesley Hutchinson

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Scott H. Young

Perception Research Services ( email )

Fort Lee, NJ 07024
United States

Eric Bradlow

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-8255 (Phone)

Register to save articles to
your library

Register

Paper statistics

Downloads
1,414
rank
12,470
Abstract Views
4,459
PlumX Metrics
!

Under construction: SSRN citations will be offline until July when we will launch a brand new and improved citations service, check here for more details.

For more information