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The influence of in-store product holders on orientation towards the product and on purchase intention

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The present research aims to test the communicative efficacy of an in-store marketing activity consisting of placing products on an end-of-aisle display stand. Two studies were conducted to test the positive effect exerted by the display stand applied to two convenience goods: a very familiar product (i.e. toothpaste in Study 1) and a less familiar one (i.e. instant chocolate pudding mix in Study 2). These two convenience goods were each articulated in three brands as a function of their awareness. Results of both experiments showed that end-of-aisle display stands significantly influenced consumers' attitude towards the product and, indirectly, their purchase intention.
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Keywords: attitude; brand; display stand; emotions; purchase intention

Document Type: Research Article

Affiliations: Department of Economics and Communication, University of Modena-Reggio Emilia, Reggio Emilia, Italy

Publication date: 27 May 2014

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