The Effects of Shelf Display on Online Grocery Choices
KUL Working Paper No. MO 0607
23 Pages Posted: 14 Nov 2006
Date Written: April 2006
Research on shelf effects in traditional grocery stores has shown that a product's absolute and relative shelf position may strongly affect consumer choices. In this paper, we examine whether and how such shelf effects translate into an online grocery context. We find that a product's choice probability increases when presented on the first screen or located near focal items - especially when the latter are out-of-stock. These primacy and proximity effects have a stronger impact on choice decisions when assortments are more difficult to evaluate and when a clear shelf organization facilitates the use of shelf-based choice heuristics.
Keywords: Effects, Shelf, Choice
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