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Recent trends in marketing have demonstrated an increased focus on in-store expenditures with the hope of grabbing consumers at the point of purchase: but does it make sense? To help answer this question, the authors examine the interplay between in-store and out-of-store factors on consumer attention to and evaluation of brands displayed on supermarket shelves. Using an eye-tracking experiment, they find that the number of facings obtained has a strong impact on evaluation that is entirely mediated by its effect on attention and works particularly well for regular brand users, for new and low market-share brands, and for consumers whose shopping goal is buying, not browsing.
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