Shelf Sequence and Proximity Effects on Online Grocery Choices

E. Breugelmans*, K. Campo, E. Gijsbrechts

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review


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 languageEnglish
Pages (from-to)117-133
JournalMarketing Letters
Issue number1-2
Publication statusPublished - 1 Jan 2007


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