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Customer recall of promotional displays at supermarket checkouts: arousal, memory and waiting in queues

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Three hundred and twenty shoppers were questioned about their recall of posters and magazines displayed around supermarket checkouts. High levels of recall were noted, suggesting that checkout advertising can be an extremely useful marketing weapon. Respondents were also asked to indicate the degrees of frustration, anger, stress and upset they felt while waiting in checkout queues. This information was used to test the 'Easterbrook hypothesis' of the existence of a negative relationship between retrieval from primary memory and emotional arousal at the moment a stimulus is processed.
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Keywords: EASTERBROOK HYPOTHESIS; QUEUING; RECALL OF ADVERTISEMENTS; SUPERMARKET CHECKOUTS; TILL DISPLAYS

Document Type: Research Article

Publication date: 1998-10-01

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