The Effect of Displaying Products in Their Usage Context - A Field Experimental Investigation

• 영문명: The Effect of Displaying Products in Their Usage Context
• 발행기관: 한국마케팅과학회
• 저자명: Ebster Claus Udo Wagner Cora Auzinger
• 간행물 정보: 『JGAMS』Journal of Korean Academy of Marketing Science Vol.17 No.2, 99~110쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.06.30

영문 초록

  The widespread use of self-service concepts in retailing has resulted in increased attention to the design of retail environments and to stimuli operating at the point of sale. One such merchandising technique, the “bundled presentation”, i.e., related products are presented in close proximity to each other, is widely used by retailers but has rarely been investigated by academic consumer researchers. This study presents the results of a field experiment into the effects of presenting products in their usage context. Customers’ attitudes towards the same product displayed in different ways are compared with each other. The results show that related products, i.e., products that are used together, should be presented in a coordinated display. Furthermore, the bundled presentation enhanced consumers’ attitudes of the product when they saw it first in a bundled presentation and then evaluated it in front of a traditional presentation.

목차

〈Abstract〉
Introduction
HYPOTHESES
METHOD
RESULTS
DISCUSSION
REFERENCES

키워드

Bundled Presentation Traditional Presentation Displaying Products Usage Context Customers" Attitude Retailing Experimental Investigation