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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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