Boosting Promotional Effectiveness With Thoughtful Product Displays

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 241-245.

Authors

Marco Bertini , London Business School, UK
Mitja Pirc , A.T. Kearney, USA
Ana Valenzuela , Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Corporate Social Responsibility and Dishonest Consumer Behavior

In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA

Read More

Featured

Disgusting? No, just different. Understanding consumer skepticism towards sustainable food innovations

Jan Andre Koch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jan Willem Bolderdijk, University of Groningen, The Netherlands

Read More

Featured

The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.