Boosting Promotional Effectiveness With Thoughtful Product Displays

Marco Bertini , London Business School, UK
Mitja Pirc , A.T. Kearney, USA
Ana Valenzuela , Baruch College, USA
Firms can improve the effectiveness of promotional campaigns by managing the orientation of product displays. We propose that any orientation, vertical or horizontal, boosts sales of hedonic goods, while only vertical orientation is desirable when the discounted good is utilitarian. The effect is driven by two mechanisms: fluency and congruity.
[ to cite ]:
Marco Bertini , Mitja Pirc , and Ana Valenzuela (2012) ,"Boosting Promotional Effectiveness With Thoughtful Product Displays", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 241-245.