The Negative and Positive Consequences of Placing Products Next to Promoted Products

This research investigates how promoting a product influences the sales of products located proximally versus distally to the promoted product. We find that a promoted product decreases sales of proximal, relative to distal, products when the set of products are strong substitutes and that the effect reverses for weak substitutes.



Citation:

Christina Kan, Donald Lichtenstein, Chris Janiszewski, and Yan (Lucy) Liu (2020) ,"The Negative and Positive Consequences of Placing Products Next to Promoted Products", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1022-1026.

Authors

Christina Kan, University of Connecticut, USA
Donald Lichtenstein, University of Colorado, USA
Chris Janiszewski, University of Florida, USA
Yan (Lucy) Liu, Texas A&M University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

R7. How and Why Life Transition Influences Brand Extension Evaluation

lei su, Hong Kong Baptist University
Alokparna (Sonia) Monga, Rutgers University, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

G5. The Phenomenon of Brand Noise and Related Consumer Preferences in the Luxury Industry

Daria Erkhova, University of Bern
Elena Ehrensperger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
John Zhang, University of Pennsylvania, USA

Read More

Featured

Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production

Neeru Paharia, Georgetown 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.