IDEAS home Printed from
   My bibliography  Save this article

Store Environment and Advertising. Investigating Two Manipulative Forces from the Supermarket


  • Joeri Clochet
  • Sam Cosaert
  • Laurens Cherchye
  • Bram De Rock


We compare two manipulative forces from our daily shopping environment: store environment and advertising. Deviating from existing studies in the literature, we isolate store environment and advertising by using a simple experimental design, and we use a revealed preference methodology for analyzing (rational) consumer behavior. In a first step, we confirm that both forces positively impact on the expenditures for the promoted good. In a second step, we use a revealed preference methodology to investigate whether these manipulating forces have an distortive effect on consumer behavior. Our experiment suggests that respondents effectively tend to behave more irrational when subject to these forces, i.e. they spend more money for less utility. More generally, our paper motivates the use of revealed preference methodology in combination with specifically targeted experiments to address questions related to marketing influences on (rational) consumer behavior.

Suggested Citation

  • Joeri Clochet & Sam Cosaert & Laurens Cherchye & Bram De Rock, 2010. "Store Environment and Advertising. Investigating Two Manipulative Forces from the Supermarket," Review of Business and Economic Literature, KU Leuven, Faculty of Economics and Business, Review of Business and Economic Literature, vol. 0(1), pages 90-106.
  • Handle: RePEc:ete:revbec:20100105

    Download full text from publisher

    File URL:
    Download Restriction: no

    Other versions of this item:

    More about this item


    store environment; advertising; rational consumer behavior; revealed preferences; GARP;

    JEL classification:

    • C61 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Optimization Techniques; Programming Models; Dynamic Analysis
    • C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ete:revbec:20100105. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (library EBIB). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.