The Effects of Shelf Display on Online Grocery Choices

KUL Working Paper No. MO 0607

23 Pages Posted: 14 Nov 2006

See all articles by Els Breugelmans

Els Breugelmans

KU Leuven @ Antwerp

Katia Campo

KU Leuven - Faculty of Business and Economics (FEB)

Els Gijsbrechts

Tilburg University - Center for Economic Research (CentER)

Date Written: April 2006

Abstract

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

Suggested Citation

Breugelmans, Els and Campo, Katia and Gijsbrechts, Els, The Effects of Shelf Display on Online Grocery Choices (April 2006). KUL Working Paper No. MO 0607. Available at SSRN: https://ssrn.com/abstract=944397 or http://dx.doi.org/10.2139/ssrn.944397

Els Breugelmans (Contact Author)

KU Leuven @ Antwerp ( email )

Department of Business Studies
Korte Nieuwstraat 33
Antwerp, 2000
Belgium

Katia Campo

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

Els Gijsbrechts

Tilburg University - Center for Economic Research (CentER) ( email )

P.O. Box 90153
Tilburg, 5000 LE
Netherlands

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