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- Lindström, Annika, et al.
(författare)
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Does the presence of a mannequin head change shopping behavior?
- 2016
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Ingår i: Journal of Business Research. - : Elsevier BV. - 0148-2963 .- 1873-7978. ; 69:2, s. 517-524
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Tidskriftsartikel (refereegranskat)abstract
- Mannequins are ubiquitous; this research investigates a specific element of mannequin style, namely, the presence or absence of a humanized head. Study 1 demonstrates that in physical stores, the presence of a humanized head enhances purchase intentions for the merchandise displayed on that mannequin. However, in online stores, mannequin styles with and without humanized heads are equally effective. Study 2 confirms the physical store results among customers with less fashion knowledge (novices), but among customers with more fashion knowledge (experts), the results reverse, such that mannequins without humanized heads enhance purchase intentions. Further, accessories are more likely to be viewed by experts when the mannequin is headless. These results are based on experiments whose dependent measures included both survey and eye-tracking data.
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- Nordfält, Jens, et al.
(författare)
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An Empirical Analysis of the Joint Effects of Shoppers' Goals and Attribute Display on Shoppers' Evaluations
- 2018
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Ingår i: Journal of Marketing. - : American Marketing Association. - 1547-7185 .- 0022-2429. ; 82:3, s. 142-156
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Tidskriftsartikel (refereegranskat)abstract
- This article develops a decision-making framework that highlights how display of numeric attribute information (e.g., display of calorie information) and shoppers' goals (i.e., having a diet focus vs. a taste focus) jointly influence shoppers' choices and preferences. Across two sets of studies, including a field study involving the launch of a new Coca-Cola product, the authors show that when food items are displayed in an aligned manner (i.e., when food items with lower-value calorie information are displayed below food items with higher calorie values), shoppers assign more importance weight to calorie gap information. In turn, higher importance weight assigned to calorie gap information leads diet-focused shoppers to relatively prefer low-calorie food items but leads taste-focused shoppers to relatively prefer higher-calorie food items. The third set of studies shows that this decision-making framework has widespread applicability and is relevant in any domain in which advertising, retail, and online displays show comparisons of numeric attribute information.
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- Nordfält, Jens
(författare)
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Improving the attention-capturing ability of special displays with the combination effect and the design effect
- 2011
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier. - 0969-6989. ; 18:3, s. 169-173
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Tidskriftsartikel (refereegranskat)abstract
- Prior studies have provided examples of very large sales effects of special displays. In fact we often expect sales increases of several hundred percent for a brand on display. A previously discussed reason for the effectiveness of special display is the customers' scarce attentive resources. Yet very little academic work has elaborated on aspects improving the displays' attention-capturing abilities. In the present study more than 13,500 customers were observed approaching special displays. The results show that a retailer can improve a display's effectiveness by combining the products with different POP-material as well as by improving the display's design. For instance the design manipulation in the third experiment shows that a retailer can increase the sales with as much as 977 percent by changing from a commonly used display design to the one recommended in this paper. Both the combination effect and the design effect are tested in different settings.
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- Roggeveen, Anne, et al.
(författare)
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Do digital displays enhance sales? Role of retail format and message content
- 2016
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Ingår i: Journal of Retailing. - : Elsevier. - 0022-4359. ; 92:1, s. 122-131
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Tidskriftsartikel (refereegranskat)abstract
- This research examines the impact of in-store digital displays on retail sales across four different store formats. The results of three field experiments show that sales in hypermarkets are enhanced when digital displays are on. However, in supercenters and supermarkets, having the digital displays on has a minimal effect on sales, and in smaller stores (e.g., convenience stores), the digital displays have a negative impact on sales. A follow-up study confirms that the lift in sales in larger stores when the digital displays are on continues five months after their initial installation, though the lift does diminish somewhat. Furthermore, for the digital display to result in a sales lift, the message content must promote the price.
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