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. © Springer Science+Business Media, LLC 2007.
CITATION STYLE
Breugelmans, E., Campo, K., & Gijsbrechts, E. (2007). Shelf sequence and proximity effects on online grocery choices. Marketing Letters, 18(1–2), 117–133. https://doi.org/10.1007/s11002-006-9002-x
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