The influence of disorganized shelf displays and limited product quantity on consumer purchase

Iana A. Castro, Andrea Ketcham, Stephen M. Nowlis

Research output: Contribution to journalArticle

37 Scopus citations

Abstract

The current research explores how shelf display organization and limited product quantity together influence consumer purchase. The authors find that, in certain cases, shelves that are disorganized and not fully stocked tend to reduce sales, but in other cases, disorganized shelves that are not fully stocked tend to increase sales. In particular, for products that are ingested (e.g., juice), purchase likelihood is reduced when the product appears to be disorganized and product quantity is limited. However, for products that are not ingested (e.g., fabric softener), purchase likelihood increases when the product appears to be disorganized and product quantity is limited. Importantly, the authors also show that brand familiarity moderates these effects.

Original languageEnglish (US)
Pages (from-to)118-133
Number of pages16
JournalJournal of Marketing
Volume77
Issue number4
DOIs
StatePublished - Jul 2013

Keywords

  • Consumer decision making
  • Contamination
  • Product assortment
  • Scarcity
  • Shelf displays

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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