Going It Alone Or Together: the Role of Product Space on Consumer Perceptions of Price Promotions

Yuli Zhang, Drexel University, USA
Hyokjin Kwak, Drexel University, USA
Marina Puzakova, Lehigh University, USA
This research demonstrates that space between products on a retail shelf influences consumers’ perceptions of price promotions. We show that multiple (vs. single) unit price promotions lead to higher purchase intentions when a space exists between products. However, the effect reverses when there is no space between products.
[ to cite ]:
Yuli Zhang, Hyokjin Kwak, and Marina Puzakova (2017) ,"Going It Alone Or Together: the Role of Product Space on Consumer Perceptions of Price Promotions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 995-996.