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Ketchup with your fries? Utilizing complementary product displays to transfer attention to a focal product

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  • Radon, Anita
  • Brannon, Daniel C.
  • Reardon, James

Abstract

Does placing a display of complementary condiments (e.g., ketchup, mustard, buns,etc.) next to a display of hamburgers make shoppers more likely to attend to the hamburgers? Prior work has established that in-store marketing strategies play an important role in drawing attention to products in a retail setting. Building on this research, the present study develops a framework to better understand how shoppers in a natural retail environment attend to displays of complementary products, and how this attention transfers to a focal product. The results suggest that assortment complexity of a display positively affects initial attention capture.. Further, initial attention capture leads shoppers to spend longer evaluating the complementary products in the display, which, in turn, increases evaluation and choice of the focal product. As such, our framework indicates that complementary product displays can be effective at increasing attention to and choice of an associated focal product.

Suggested Citation

  • Radon, Anita & Brannon, Daniel C. & Reardon, James, 2021. "Ketchup with your fries? Utilizing complementary product displays to transfer attention to a focal product," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313473
    DOI: 10.1016/j.jretconser.2020.102339
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    References listed on IDEAS

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    Cited by:

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    3. Mareike Sachse & Sebastian Oetzel & Daniel Klapper, 2023. "I'll Try That, Too - A Field Experiment in Retailing on the Effect of Variety During Display Promotions," Rationality and Competition Discussion Paper Series 404, CRC TRR 190 Rationality and Competition.

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