The Impact of ‘Display Set Composition’ on Purchase Likelihood

Uma Karmarkar, Harvard Business School, USA
We examine how the mere presence of other items in a display influences decisions about a target product under consideration. We show that purchase likelihood is higher for products displayed with items from the same category as compared to being displayed with items from a different category, or offered alone.
[ to cite ]:
Uma Karmarkar (2015) ,"The Impact of ‘Display Set Composition’ on Purchase Likelihood", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 80-84.