Rows of chip bags in a vending machine, endless bottles of shampoo on pharmacy shelves, long lines of books arranged in the bestsellers section at the bookstore. From supermarket shelves to barroom beer selection, long lines of horizontally arranged products are the norm when it comes to the shopping experience.
But how does where a product is placed on the storeroom shelf influence which option a consumer will ultimately choose? It turns out that the shopper's eye has a very central focus.
"Consumers are more likely to purchase products placed in the middle of a display -- without even being aware of it," says Onur Bodur. The associate professor from Concordia's John Molson School of Business co-authored a study forthcoming in the Journal of Consumer Research with marketing researchers at HEC in France and the Aston Business School in England.
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