The Effects of Shelf Display on Online Grocery Choices

Els Breugelmans, Katia Campo, Els Gijsbrechts
2006 Social Science Research Network  
Research on shelf effects in traditional grocery stores has shown that a product's absolute and relative shelf position may strongly affect consumer choices. In this paper, we examine whether and how such shelf effects translate into 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 a stronger impact on choice
more » ... ns when assortments are more difficult to evaluate and when a clear shelf organization facilitates the use of shelf-based choice heuristics.
doi:10.2139/ssrn.944397 fatcat:b2bls7nwsnbndnwsr7rhtqt4ae