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Asymmetric Perception of Sparse Shelves in Retail Displays

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  • Massara, Francesco
  • Porcheddu, Daniele
  • Melara, Robert D.

Abstract

We investigated a perceptual bias in recognizing partially stocked shelves in retail displays. Across a series of experiments, a total of 475 right-handed participants were asked to discriminate between pairs of store displays that were more versus less stocked with items. When asked to identify the sparser display in a sterile environment, participants were significantly faster and more accurate in responding to images presented in the left visual field (LVF) than to images presented in the right visual field (RVF). The perceptual asymmetry persisted in a realistic setting, and was prominent under conditions of high task difficulty. The results are consistent with a view of this sparse-shelf bias as emerging from selective hemispheric activation to quantities rapidly assessed during a shopping trip.

Suggested Citation

  • Massara, Francesco & Porcheddu, Daniele & Melara, Robert D., 2014. "Asymmetric Perception of Sparse Shelves in Retail Displays," Journal of Retailing, Elsevier, vol. 90(3), pages 321-331.
    • Handle: RePEc:eee:jouret:v:90:y:2014:i:3:p:321-331
    DOI: 10.1016/j.jretai.2014.05.001
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    References listed on IDEAS

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    Cited by:

    1. Antonio Usai & Daniele Porcheddu & Veronica Scuotto & Jean-Paul Susini, 2020. "Converting Shelf-Based Scarcity into Innovation by Adopting Customer-Focused Innovation Approach," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 11(1), pages 70-83, March.
    2. Lin, Lily & Hoegg, JoAndrea & Aquino, Karl, 2018. "When Beauty Backfires: The Effects of Server Attractiveness on Consumer Taste Perceptions," Journal of Retailing, Elsevier, vol. 94(3), pages 296-311.
    3. Raggiotto, Francesco & Scarpi, Daniele, 2020. "Living on the edge: Psychological drivers of athletes’ intention to re-patronage extreme sporting events," Sport Management Review, Elsevier, vol. 23(2), pages 229-241.

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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