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

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.


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.


Yuli Zhang, Drexel University, USA
Hyokjin Kwak, Drexel University, USA
Marina Puzakova, Lehigh University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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