Shelf sequence and proximity effects on online grocery choices
AbstractResearch on traditional store shelf effects has shown that a productâs 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 âeye-levelâ placement is no longer predominant, we find that a productâs 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 University in its series Open Access publications from Maastricht University with number urn:nbn:nl:ui:27-19521.
Date of creation: 2007
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Publication status: Published in Marketing letters (2007) v.18, p.117-133
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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, 2005. "Shelf Sequence and Proximity Effects on Online Grocery Choices," Research Memoranda 052, Maastricht : METEOR, Maastricht Research School of Economics of Technology and Organization.
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