Template-type: ReDif-Paper 1.0
Author-Name: Breugelmans Els 
Author-Name: Campo Katia 
Author-Name: Gijsbrechts Els 
Author-workplace-name: METEOR
Title: Shelf Sequence and Proximity Effects on Online Grocery Choices
Abstract: Research on traditional store shelf effects has shown that a product’s absolute and relative shelf position may strongly affect consumer choices. In this paper, we examine whether such shelf effects are still at play in an online grocery store. While traditional ‘eye-level’ placement is no longer predominant, we find that a product’s choice probability increases when presented on the first screen or located near focal (highly-preferred) items. Our results further demonstrate that these primacy and proximity effects depend on assortment size and composition. Larger and more difficult to process assortments complicate the choice process, thereby stimulating the use of shelf-based simplifying choice heuristics.
Keywords: marketing ; 
Series: Research Memoranda
Creation-Date: 2005
Number: 052
File-URL: http://digitalarchive.maastrichtuniversity.nl/fedora/objects/guid:4daed67b-bdb5-47f6-8391-a01e1fa6ad33/datastreams/ASSET1/content
File-Format: application/pdf
File-Size: 95174
Handle: RePEc:unm:umamet:2005052