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Improving the atten...
Improving the attention-capturing ability of special displays with the combination effect and the design effect
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- Nordfält, Jens (författare)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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(creator_code:org_t)
- Elsevier, 2011
- 2011
- Engelska.
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier. - 0969-6989. ; 18:3, s. 169-173
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Abstract
Ämnesord
Stäng
- 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.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Publikations- och innehållstyp
- art (ämneskategori)
- ref (ämneskategori)
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