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Come percepiamo i display incompleti nei punti vendita?

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  • Daniele Porcheddu

Abstract

In questo studio valutiamo l?esistenza di un fenomeno di asimmetria percettiva dei consumatori rispetto al grado di incompletezza dei display nei punti vendita. 159 soggetti destrorsi sono stati coinvolti in un esperimento di laboratorio che prevedeva l?esposizione ad immagini che, in visione frontale o prospettica, mettevano a confronto due display, uno alla sinistra e l?altro alla destra dell?osservatore. I partecipanti dovevano individuare di volta in volta, in condizioni di free-viewing, il pi? rapidamente ed accuratamente possibile, il display pi? incompleto. Il test ha evidenziato che le persone tendono a percepire come maggiormente incompleto il display alla propria sinistra, bench?, nella realt?, le risposte corrette al task fossero equidistribuite tra sinistra e destra. Tale bias verso sinistra ? consistente con le predizioni della Teoria della attivazione selettiva dell?emisfero cerebrale destro.

Suggested Citation

  • Daniele Porcheddu, 2013. "Come percepiamo i display incompleti nei punti vendita?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(4), pages 59-81.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-004004
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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.

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    More about this item

    Keywords

    Approccio free-viewing; corsia virtuale; incompletezza del display; percezione asimmetrica; posizionamento del display; teoria della lateralizzazione emisferica cerebrale.;
    All these keywords.

    JEL classification:

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

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