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.
Original language | English |
---|---|
Pages (from-to) | 117-133 |
Journal | Marketing Letters |
Volume | 18 |
Issue number | 1-2 |
DOIs | |
Publication status | Published - 1 Jan 2007 |