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First Seen First Bought: Supermarket Aisles Order and Spending
Author(s) -
Wansink Brian,
Stein Kate,
Lutz Richard
Publication year - 2018
Publication title -
the faseb journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.709
H-Index - 277
eISSN - 1530-6860
pISSN - 0892-6638
DOI - 10.1096/fasebj.2018.32.1_supplement.547.8
Subject(s) - aisle , product (mathematics) , advertising , order (exchange) , business , marketing , engineering , mathematics , geometry , structural engineering , finance
In grocery stores, product location may be key to more persuasive marketing and increased sales; we investigated the links between aisle location, likelihood of aisle entry, and purchase incidence. We observed the behaviors of 328 shoppers at four different supermarkets, recording how often they entered each aisle and how many items they selected from that aisle. We found that aisle content and amount of time spent in the store determine the likelihood of aisle entrance. As a shopping trip continues, a number of factors may drive a shopper into greater selectivity in aisle entrance: impatience, product assortment in that aisle, and time pressures. Shoppers who enter an aisle later in their shopping trip will be more likely to select a product, yet they make fewer purchases in that aisle than in aisles they shopped earlier in their trip. Diminished motivation levels and decreased enthusiasm may prompt this observed effect. This abstract is from the Experimental Biology 2018 Meeting. There is no full text article associated with this abstract published in The FASEB Journal .