Brand placement and consumer choice: An in-store experiment.

Valdimar Sigurdsson, Hugi Saevarsson, & Gordon Foxall. Brand placement and consumer choice: An in-store experiment. Journal of Applied Behavior Analysis, 42, 741-745.

An in-store experiment was performed to investigate the effects of shelf placement (high, middle, low) on consumers’ purchases of potato chips. Placement of potato chips on the middle shelf was associated with the highest percentage of purchases. The results confirm the importance of item placement as a factor in consumers’ buying behavior.

DESCRIPTORS: consumer behavior, experimental marketing, in-store experiments, shelf placement