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Competing for attention with in-store promotions

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  • Phillips, Megan
  • Parsons, Andrew G.
  • Wilkinson, Helene J.
  • Ballantine, Paul W.

Abstract

Supermarkets typically have an in-store demonstration located near the promotional end-of-aisle (or end-cap) area due to space requirements. Using a field experiment, we examine whether the occurrence of these in-store promotions competing for attention and engagement can disrupt each other, using binary logistic regression to analyse shopper behaviour. Results show the best way to attract attention to the end-of-aisle is not to have an in-store demonstration near it, or if required, a complementary product to the end-of-aisle should be used. Inferences based upon shopper characteristics are also given, providing important nuances in the attention to, and engagement with, in-store promotions.

Suggested Citation

  • Phillips, Megan & Parsons, Andrew G. & Wilkinson, Helene J. & Ballantine, Paul W., 2015. "Competing for attention with in-store promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 141-146.
    • Handle: RePEc:eee:joreco:v:26:y:2015:i:c:p:141-146
    DOI: 10.1016/j.jretconser.2015.05.009
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