This research compares the effect of different shelf visual layouts on decision satisfaction and perceptions of the retailer assortment, with a focus on how (e.g. vertically vs. horizontally) to display products rather than on how many products to display. The combined evidence from three experimental studies shows that displaying assortment breadth horizontally and depth vertically led participants to perceive a larger selection and to be more satisfied. Furthermore, linear displays increase decision satisfaction but decrease perceived assortment size and preference strength for the top brand, whereas visual layouts with the preferred brand in the central position increase decision satisfaction, make the assortment appear larger, and enhance preference strength for the top brand. The findings provide guidelines about how to organize products on the shelves and suggest that – even when actual assortment size is constant – consumer responses to the assortment depend from how the retailer displays the products.

The effect of shelf layout on satisfaction and perceived assortment size: An empirical assessment / Pizzi, Gabriele; Scarpi, Daniele. - In: JOURNAL OF RETAILING AND CONSUMER SERVICES. - ISSN 0969-6989. - STAMPA. - 28:(2016), pp. 67-77. [10.1016/j.jretconser.2015.08.012]

The effect of shelf layout on satisfaction and perceived assortment size: An empirical assessment

PIZZI, GABRIELE;SCARPI, DANIELE
2016

Abstract

This research compares the effect of different shelf visual layouts on decision satisfaction and perceptions of the retailer assortment, with a focus on how (e.g. vertically vs. horizontally) to display products rather than on how many products to display. The combined evidence from three experimental studies shows that displaying assortment breadth horizontally and depth vertically led participants to perceive a larger selection and to be more satisfied. Furthermore, linear displays increase decision satisfaction but decrease perceived assortment size and preference strength for the top brand, whereas visual layouts with the preferred brand in the central position increase decision satisfaction, make the assortment appear larger, and enhance preference strength for the top brand. The findings provide guidelines about how to organize products on the shelves and suggest that – even when actual assortment size is constant – consumer responses to the assortment depend from how the retailer displays the products.
2016
The effect of shelf layout on satisfaction and perceived assortment size: An empirical assessment / Pizzi, Gabriele; Scarpi, Daniele. - In: JOURNAL OF RETAILING AND CONSUMER SERVICES. - ISSN 0969-6989. - STAMPA. - 28:(2016), pp. 67-77. [10.1016/j.jretconser.2015.08.012]
Pizzi, Gabriele; Scarpi, Daniele
File in questo prodotto:
Eventuali allegati, non sono esposti

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/515723
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact