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Shelf sequence and proximity effects on online grocery choices

Author

Listed:
  • Els Breugelmans

    ()

  • Katia Campo

    ()

  • Els Gijsbrechts

    ()

Abstract

Research on shelf effects in traditional grocery stores shows that a product's absolute and relative shelf position may strongly affect consumer choices. The authors examine whether and how such shelf effects translate to an online grocery context. We find that a product's choice probability increases when presented on the first screen or located near focal items, especially when the latter are out-of-stock. These primacy and proximity effects have stronger impacts on choice decisions when assortments are more difficult to evaluate and when a clear shelf organization facilitates the use of shelf-based choice heuristics. Copyright Springer Science + Business Media, LLC 2007

Suggested Citation

  • 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.
  • Handle: RePEc:kap:mktlet:v:18:y:2007:i:1:p:117-133
    DOI: 10.1007/s11002-006-9002-x
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    References listed on IDEAS

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    1. Burke, Raymond R, et al, 1992. " Comparing Dynamic Consumer Choice in Real and Computer-Simulated Environments," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 71-82, June.
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    5. Jianan Wu & Arvind Rangaswamy, 2003. "A Fuzzy Set Model of Search and Consideration with an Application to an Online Market," Marketing Science, INFORMS, vol. 22(3), pages 411-434, March.
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    7. Pierre Desmet & Valérie Renaudin, 1998. "Estimation of Product Category Sales Responsiveness to Allocated Shelf Space," Post-Print halshs-00143451, HAL.
    8. Joffre Swait & Rick L. Andrews, 2003. "Enriching Scanner Panel Models with Choice Experiments," Marketing Science, INFORMS, vol. 22(4), pages 442-460, September.
    9. Simonson, Itamar & Winer, Russell S, 1992. " The Influence of Purchase Quantity and Display Format on Consumer Preference for Variety," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 133-138, June.
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    1. repec:eee:jouret:v:87:y:2011:i:1:p:75-89 is not listed on IDEAS
    2. repec:eee:joreco:v:19:y:2012:i:3:p:279-286 is not listed on IDEAS

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