Abstract
An in-store experiment was performed to investigate the effects of a point-of-purchase display on unit sales of dishwashing liquid. The experimental conditions consisted of periodically placing two copies of the same display in convenience stores and supermarkets. The results were unanticipated; point-of-purchase displays did not change relative sales of the target brand. An antecedent intervention such as a point-of-purchase informational display is not sufficient to change consumer choice in the presence of utilitarian reinforcement in the form of a lower-priced competing product.
| Original language | English |
|---|---|
| Pages (from-to) | 222-233 |
| Number of pages | 12 |
| Journal | Journal of Organizational Behavior Management |
| Volume | 30 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - Jul 2010 |
Bibliographical note
Funding Information:Gratitude goes to the executives and store managers of Hagar in Reykjavik for access to the retail outlets used as an experimental setting. Valdimar Sigurdsson acknowledges the support provided by a postdoctoral grant from Rannís, The Icelandic Centre for Research.
Other keywords
- In-store advertising
- In-store experiments
- Motivating operation
- Point-of-purchase displays