The effects of a point-of-purchase display on relative sales: an in-store experimental evaluation

Sigurdsson, Valdimar, Engilbertsson, Halldor and Foxall, Gordon Robert ORCID: https://orcid.org/0000-0002-3572-6456 2010. The effects of a point-of-purchase display on relative sales: an in-store experimental evaluation. Journal of Organizational Behavior Management 30 (3) , pp. 222-233. 10.1080/01608061.2010.499028

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Abstract

An in-store experiment was performed to investigate the effects of a point-of-purchase display on unit sales of dishwashing liquid. The experimental conditions consisted of periodically placing two copies of the same display in convenience stores and supermarkets. The results were unanticipated; point-of-purchase displays did not change relative sales of the target brand. An antecedent intervention such as a point-of-purchase informational display is not sufficient to change consumer choice in the presence of utilitarian reinforcement in the form of a lower-priced competing product.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Uncontrolled Keywords:	In-store advertising ; In-store experiments ; Motivating operation ; Point-of-purchase displays
Publisher:	Taylor & Francis
ISSN:	0160-8061
Last Modified:	19 Oct 2022 09:40
URI:	https://orca.cardiff.ac.uk/id/eprint/21801

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