Shelf Sequence and Proximity Effects on Online Grocery Choices
AbstractResearch on traditional store shelf effects has shown that a product’s absolute and relative shelf position may strongly affect consumer choices. In this paper, we examine whether such shelf effects are still at play in an online grocery store. While traditional ‘eye-level’ placement is no longer predominant, we find that a product’s choice probability increases when presented on the first screen or located near focal (highly-preferred) items. Our results further demonstrate that these primacy and proximity effects depend on assortment size and composition. Larger and more difficult to process assortments complicate the choice process, thereby stimulating the use of shelf-based simplifying choice heuristics.
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Bibliographic InfoPaper provided by Maastricht : METEOR, Maastricht Research School of Economics of Technology and Organization in its series Research Memoranda with number 052.
Date of creation: 2005
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Web page: http://www.maastrichtuniversity.nl/web/UMPublications.htm
Other versions of this item:
- Els Breugelmans & Katia Campo & Els Gijsbrechts, 2007. "Shelf sequence and proximity effects on online grocery choices," Marketing Letters, Springer, vol. 18(1), pages 117-133, June.
- Breugelmans, Els & Campo, Katia & Gijsbrechts, Els, 2007. "Shelf sequence and proximity effects on online grocery choices," Open Access publications from Maastricht University urn:nbn:nl:ui:27-19521, Maastricht University.
- NEP-ALL-2006-01-01 (All new papers)
- NEP-DCM-2006-01-01 (Discrete Choice Models)
- NEP-GEO-2006-01-01 (Economic Geography)
- NEP-MKT-2006-01-01 (Marketing)
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