Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase
Chandon, Hutchinson, Bradlow and Young used eye tracking to test how the number and position of shelf facings affect consumers' attention to and evaluation of supermarket brands. More facings strongly improve evaluation, and the effect works entirely through greater visual attention. The effect is strongest for frequent brand users, low-market-share brands, and younger, more educated consumers who trade off brand against price. Top and middle shelves attract more attention than low shelves, but only top-shelf placement improves brand evaluation. The authors conclude that eye tracking and purchase data should be combined to assess in-store marketing fully. Journal of record: Journal of Marketing 73(6), 1-17, 2009.
Chandon, Hutchinson, Bradlow and Young used eye tracking to test how the number and position of shelf facings affect consumers' attention to and evaluation of supermarket brands. More facings strongly improve evaluation, and the effect works entirely through greater visual attention. The effect is strongest for frequent brand users, low-market-share brands, and younger, more educated consumers who trade off brand against price. Top and middle shelves attract more attention than low shelves, but only top-shelf placement improves brand evaluation. The authors conclude that eye tracking and purchase data should be combined to assess in-store marketing fully. Journal of record: Journal of Marketing 73(6), 1-17, 2009.
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doi:10.1509/jmkg.73.6.1. Read at the level of the abstract.