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



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